Sub texts: Old Spice, Lucozade, Shelter
OLD SPICE
Current Ad: Isaiah Mustafa
Self referential/self mocking
acknowledges that ads lie, ware, slightly exaggerated, hypermasculine, false promises
Bathes - says that images are codes with meanings that reflect society/culture - connotations
'myth' - when images are repeated they look to ideology to create meanings about the world
Mythical masculinity = men are strong, superior
Men are providers, physically muscular
Judith Butler - Gender is a social construct. We produce our own gender roles and standardise them by applying them constantly.
Hypermasculine performance to demonstrate what they believe the ideal man to be.
Postmodern media is about mixing, matching and breaking the rules.
Postmodernism questions everything. Nothing can be taken at face value.
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