Set advertising and marketing texts

Overtime Old spice has marketed themselves differently but there are some key features in their branding and advertising that has remained the same. Below I have outlined some of the key differences and similarities in the way the brand have decided to market themselves.

similarities

• Target audience - both adverts show a clear male target audience, in the older advert this is shown through the woman being sexually attracted to him and the use of the male gaze, in the newer advert this is shown through the use of direct address 'smell like a man, man' is a clear address to men and the target of selling to them
• Presentation of men - both adverts present men in a 'manly', strong and confident way. In the older advert this is shown through the angle of gaze being directly at the consumer and the words 'very convincing' on the poster highlighting his power and strength, the newer poster also presents men in a similar way as he is topless and 'smells like a man'
• Font and layout - In the old advert the font of 'old spice' is the same as the font of old spice in the newer advert; the brand has decided to market like this to keep the brand recognizable and have elements of a modern twist and feel on a classic font and brand

differences

• Product placement - In the older advert , there is a picture of the product however in the newer advert the model is actually holding the product and the product is placed in the centre of the advert drawing the consumers eyes to it immediately . Due to the man holding the product in the newer advert it presents to the consumer as the product being more tangible and more accessible this is why this brand has chosen to market themselves this way 
• Colours and branding- In the older advert the colour white is used to compliment the background colour of the image and almost create irony in the complete contradiction of white representing purity and cleanliness but the main selling point being sex appeal, however in the newer advert, to fit with the product and the overall brand Old spice has chosen to market themselves with a heavy emphasis on the colour red as it is synonymous with the product and the brand as a whole.