The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Mens Health magazine is less subtle – all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweisers ad “Lager Lessons” plays exploits a number of male insecurities, from the perceived fear of commitment to the fact that all of the men are attractive. The message that the advertising industry sends men is clear – you are not good enough and our product will fix that. There is no discernible difference between these messages and the ones that are sent to women by the advertising industry.
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road Nov. 6, 2003.
Onyejekwe, Chineze. (2005). Advertising and the Exploitation of Female Sexuality. Quiet Mountain. Retrieved November 17, 2008 at http://www.*****/Onyejekwe.html
Old Spice. Advertisement. Online. Retrieved November 17. 2008 at http://www.oldspice.com/
Mens Health. Advertisements. Online. Retireved November 17, 2008 at http://www.menshealth.com/cda/homepage.do
Lager Lessons. Advertisement. Online. Budweiser.com Retrieved November 17, 2008 at http://budweiser.com/index.aspx.