Critical Lenses: The Old Spice Guy!

In any generation since the mass spread of media, there have been cultural icons that not only provide entertainment and enjoyment but also shape the normative standards and reinforce the hegemony. In recient time, a central character that has done such is the "Old Spice Guy" and his ridiculous presentation of his body washes. This character and these advertisements provide rather interesting incites to our culture when looked through a feminist and rhetorical lens.

The following is one such advertisement from said Old Spice campaign:



Feminist Lens
In viewing this advertisement, there are obvious articulations of the role of "the man". While the text itself addresses a female viewer, the imagry specifically hints at what a man does and does not fear in generalizing the activities of "the man". For example, we start of with the imagry of the man rolling the log, a feat not easily mastered I may say with personal experience. This first image hints at the theory of the lumberjack who chops down the might oak and masters the woods. By associating the lumberjack with this "Old Spice Guy", the viewer rejects any idea of feminity since the role of the lumberjack has been exclusively a male centered job.

Next, the viewer is begun to be told about the idea of the "perfect man". This guy not only can bake a cake for his woman, but also builds the kitchen in which it is made. Not only should one question the ability of the common to do both task, but also it should be noted that "the man" does this without noting the ability of the woman. Can she build the kitchen? Can she bake the cake? Initiative set aside, not once does the "Old Spice Guy" ask the woman being addressed of what she wants or even recognizes her as more than a consumer. It becomes easily arguable that the "Old Spice Guy" not only stereotypes the role of the man, but also the dependance and neediness of the woman as well.

However, alot of the imagry seen here is also highly improbable and absurd. Take in example, at :12 the man is seen walking on water, cliff diving in an improbable fashion at :20, and changing into jeans almost imposibly at :25. These images tend to shy viewers away from a literal interpretation of gender here. Perhaps, it intends to highlight these differences in gender as absurd in themselves. But when using this method, it must be questioned if the method works and isn't to subtle in it's process. Literal interpretations would not be uncommon and if so would spread the stereotypes. Knowing the media and being able to accurately interperate it is part of being a smart consumer and stresses the importance of media education.

Rhetorical Lens
When looking at the "Old Spice Guy" commercial here, there are alot of interesting insites derived when viewing this from a Rhetorical Lens. Alot of the discourse from the feminist lens (above) can overlay into the rhetorical lens too (interperation of absurdist principals). In re-examination rhetorically, one must question the methodology of the Old Spice ads. Does it in fact attempt to disarm gender normatives by showing absurdist imagry? The text doesn't seem to hint this as it's method. From viewing, there seems to be a positive light and air of frivolity in the "Old Spice Guy" and his actions. So I argue that the stereotypes are more associative rather than disarming.

Now the creation of the audience really provides facinating insites to how viewer engages with the text. It is conversational. It is informal. It speaks directly to the viewer who is addresed as "Ladies...". Thusly, the intended audience is a female looking to obtain items to make her man sexier and more desirable (not only for her but also to society, thusly gaining the purchasing female more societal power, positioning, and capital). Curiously enough, I also have heard men praise this commercial as "fun", "interesting", and "crazy awsome". So even though the commercial specifies the female as the central audience member, so to the male watches and enjoys as well. To me, this means the man is an assumed audience being that the product is for a man. Cleverly, Old Spice positions all genders at the forefront of this advertisement.

Old Spice does a beautious job in positioning the camera to enhance their methodologies as well. Take the simple principal of the camera following the "Old Spice Guy" as he travels from space to space, keeping him in the center of the shot at all times. The shots are mostly mid range and stay even throughout the advertisement, which seems to put the audience on par with the "Old Spice Guy" giving the watcher the illusion that he/she can achieve the same status for either himself or her significant other (I use a hetronormative perspective because the commercial also articulates the same heteronormative theory too). The only other non mid shot in the commerical is a High Angle shot that gives the "Old Spice Guy" an air of angelic presence as he floats effortlessly into the hot tub below. This seems to be the "Deus Ex Machina" shot to me that tells the viewer that all your problems will be solved with the use of "Old Spice Body Wash". An old trick of theatre conventions that is seemingly still used today.