Masculinity In The Man Your Man Could Smell Like

Masculinity is defined as a set of attributes, roles and behaviours generally associated with males and is contrived from socially and biologically defined ideals of ‘what makes a man a man.’ In a rapidly changing world the definition of masculinity is continuously developing due to evolving ideas of men’s responsibilities and roles expected by society. Media has also been an influencing factor in influencing societies perception of masculinity. Two text types that have had an impact on shaping society’s view on masculinity are a television advertisement produced for Old Spice called The Man Your Man Could Smell Like and an advertisement produced for Dove called Real Men Do The Heavy Lifting. Text 1, The Man Your Man Could Smell Like, is viewed

This is achieved through the use of characterisation and dialogue. The Old Spice Ad features cinematic techniques to emphasises the masculine traits presented by the protagonist. The Old Spice Man is shown wearing a towel, his upper body exposed, displaying his toned muscles and hair free chest which both sexualises him as well as portrays him as strong and powerful. Additionally, a well groomed beard affirms society’s belief that a man who takes great pride in his appearance is typically characterised as masculine. The use of dialogue creates a supremacy of masculinity where the character characterises himself as uniquely masculine something which is unattainable. “Hello, ladies,” he begins, addressing female viewers directly in a deep, rich voice. “Look at your man, now back to me, now back at your man, now back to me,” he directs, encouraging a comparison between himself and other men. His pride and self-assurance cannot be daunted. It is made clear that Old Spice Man cannot apprehend the idea that the man sitting beside him might be preferred. “Sadly, he isn’t me,” This dialogue is used to emphasise him as the ‘perfect man’, implying that his level of masculinity cannot be achieved however can be developed through guidance. Then a stereotype of alternative body washes being emasculate is used through the use of additional dialogue. By associating himself with Old Spice Body Wash he is inferring that the body wash is