This advertisement for Old Spice "Musk for Men" in the 1970s demonstrates lust in its attempt to make men buy the cologne. This American advertisement features a man and a woman in a sexual manner as the largest part of it, with a small word description and a picture of the product at the bottom. In the grand view of this publication, we can see that the Old Spice company is featuring this product as one that will make women attracted to the men that wear it. This is shown through the woman wrapped around the shirtless man (who is assumed to be wearing the cologne). Explicitly through the text at the bottom of the picture, it is demonstrated that this cologne is "definitely male", meaning that if you want to smell manly, you need to wear this specific product. This advertisement is aimed at any male in America, as Old Spice is attempting to make them feel like they need to be just like the man in this picture.
Denotatively, it can be viewed that the man is overpowering this picture through the look in his eyes straight into the camera. This shows that he has control which gives the audience the idea that because he is wearing this cologne, he is in charge and very desirable. The men being advertised to would be of upper or middle class as this product seems to be of high quality.
Because the creator of this propaganda decided to make the picture of the man and woman the entire background, it draws the eye of the audience very easily. They are then persuaded to look deeper into the advertisement and read the text at the bottom to figure out what it is about. The colors used are more sensual, giving the ad its lustful characteristic. The language in the writing at the bottom is straightforward and convincing that this product is the best of its kind and if the person reading it buys this cologne, they will see positive results as shown in the image. This advertisement heavily conforms to many things such as heteronormativity which is to be expected from a 1970s ad. During that time it would have been very effective, however, if this advertisement were in present time, it would be significantly less effective.
Denotatively, it can be viewed that the man is overpowering this picture through the look in his eyes straight into the camera. This shows that he has control which gives the audience the idea that because he is wearing this cologne, he is in charge and very desirable. The men being advertised to would be of upper or middle class as this product seems to be of high quality.
Because the creator of this propaganda decided to make the picture of the man and woman the entire background, it draws the eye of the audience very easily. They are then persuaded to look deeper into the advertisement and read the text at the bottom to figure out what it is about. The colors used are more sensual, giving the ad its lustful characteristic. The language in the writing at the bottom is straightforward and convincing that this product is the best of its kind and if the person reading it buys this cologne, they will see positive results as shown in the image. This advertisement heavily conforms to many things such as heteronormativity which is to be expected from a 1970s ad. During that time it would have been very effective, however, if this advertisement were in present time, it would be significantly less effective.
