Analyzing a Visual Text for Messages about Gender (Coursework Sample)

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Analyzing a Visual Text for Messages about Gender
The advertisement being analyzed is an Old Spice commercial that was played on TV stations in the year 2010. The ad is designed appropriately for the advancement of the use of Old Spice body wash by men. It is a question ad that acknowledges the need for men not only to look good, but also smell sweet in an appealing way for ladies. Human hygiene has been a critical subject in civilization. In the 18th-century, men were not keen on their grooming since it was believed that a man had to go out of his way to fend for his family. Most times men did not take it upon themselves to smell nice, but this perception has changed. The contemporary man has to mind his scent and the advertisement on Old Spice attempts to attract men into embracing the fragrance of their body wash. .
The advert is a monolog consisting of a male model that is physically built and toned. This symbolizes a successful man who is keen on taking care of his body. It also signifies a strong man who is appealing to the ladies. The first question he asks is if women want their men to have the sort of body he has. This statement portrays confidence and a high self-esteem. The ad passes on the message that men who use this fragrance need to be confident in how their look. The model states that men might not look like him, but they can smell like him. This statement provokes both women and men to try the product even though they might not smell the fragrance. The aura the model conveys is of an ambient environment that is clean and natural. The setup is on an island with clear blue skies and a shower next to him. This has a visual effect on the audience especially ladies since it portrays a sense of freshness and fragrance in paradise. It appeals to women to ask their men to try this product to experience such heavenly ambiance.
The other question the model asks is whether ladies should let their men use Old Spice body wash but is indefinite on the answer. Just then the background changes since he wants to take both ladies and gentlemen through the experiences of a man who uses Old Spice. A man who uses the body wash is adventurous and outgoing. He gets into his shorts and loves exploring the wild as seen in the background where there is a forest and a lake that this individual swims in. Men who use the body wash are exceptionally clean since the advert has water flowing in every setting of the advert. This appeals to the women as it is fantastic to have a man who is spontaneous and knows how to explore nature in a proper manner. Adventure and spontaneity are traits that are perceived well by most women and men aspire to have them. The man who uses Old Spice body wash smells of adventure and can be more attractive to women.
The most intriguing part of the advertisement is when the model asks if ladies want a man who can bake a cake. These appeals to feminist fantasy of a man who smells nice and can take it upon himself to cook for his woman. Baking has been a traditional role of women, and most men were not expected to enter the kitchen to prepare anything. Over time, this tradition has changed with more men taking up professions in cooking. It has become appealing for a man to make food for a woman. This makes the man more romantic and passionate about meeting the needs of his partner. Women crave for a man who can bake, and it is an added advantage if he smells nice while doing so. So the advert asserts that any man who uses the body wash can be this romantic.
In addition, the advert appeals to the masculinity of men in building and constructing their homes. Men who use the body wash are handymen. They take it upon themselves to engage in carpentry and masonry in an effort to build the best houses for their wives. This is the traditional role of a man. A man is expected to provide his family with proper shelter that ensures they live in a secure environment free from any harm. The man, for this reason, ensures that the family can also get the amenities that it needs in the house. For instance, that kitchen is staffed well portraying the image of a man who cares for the needs of his family. The model does some wood work and credits the building of the house to the ability of a man. This advert appeals to all men who engage in constructive work to embrace Old Spice as a body wash of choice.
A man who engages in building and construction is very attractive to ladies. A man who can ensure that his family is taken care of appropriately and well fed is a responsible man. The traditional role of a man as a superior sex that needs to head the family and provide for it is still heavily regarded in the society. Even though women have been empowered so much so that some ...