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Old Spice and Advertising Flashcards | StudBud
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Old Spice and Advertising
Old Spice and Advertising
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Flashcards
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Questions
26
Answers
1
Which of the following is NOT a typical stylistic feature of the ad campaign?
Direct address
Rapid fire monologue
One, single uninterrupted take
Appeals to logos through facts and statistics
2
Which of the following could NOT be considered a feature of editing?
Constant eye contact
The single, uninterrupted take
Non-sequitur ending
Quick transitions
3
Once 2nd to L'Oréal as the most popular cosmetic brand, Old Spice has been overtaken by the Chinese beauty giant CHANDO
True
False
4
The hegemonic male ideal is one of sensitivity and intelligence
False
True
5
In the shower, the question "Where are you?" after the imperative "Look down" is a double entendre
True
False
6
Old Spice is owned by Procter and Gamble
False
True
7
The white horse at the end of the ad does NOT represent
an appeal to fantasy
fertility and warrior-heroes
an extension of masculinity
the courage needed to take risks through betting on horses
8
The gender binary or gender binarism classifies gender into to distinct forms: masculine & feminine
True
False
9
How long is the original Old Spice commercial?
3 minutes
30 seconds
17 seconds
43 seconds
10
In the 1930s, body odour was considered a sign of masculinity
False
True
11
In WW2, Schulton transformed the factory into a military production facility & became a soldier's scent of choice
False
True
12
The campaign, Old Spice, was launched in
2011
2021
1934
2010
13
Which of the following does NOT describe Isaiah Mustafa's image?
Hypermasculine
Metrosexual
Heterosexual
Adventurous
14
The advertising agency that launched the campaign was called Wieden + Kennedy
False
True
15
The oyster and pearls offer what kind of appeal?
Appeal to femininity
Snob appeal
Sex appeal
Celebrity appeal
16
Wieden + Kennedy's market research discovered that
60% of consumers buying body wash are women
Generally, men hate supermarket shopping
60% of men do not wash regularly
60% of consumers buying body wash are men
17
The establishing shot in the shower provides sex appeal, product placement, and suspense
True
False
18
Hegemony does NOT mean
from hēgeisthai ‘to hedge or protect oneself from adverse circumstances’
Being the strongest and most powerful
from hēgeisthai ‘to lead’
Leadership or dominance by one social group over others
19
Critics of the ad draw attention to
prescribing macho, hypermasculine attributes
the preferred model of manliness
the need for self-awareness of a healthy fat to weigh ratio
positive stereotypes and role-models to counter obesity
20
What is another criticism of the campaign?
It reinforces colonial stereotypes
It parodies naked men.
It reinforces the gender binary
It reinforces racist stereotypes
21
What led to a loss of pride and masculinity in 1930s America?
Post-WW2 poverty
Women's liberation movements
Post-WW1 PTSD
The Depression
22
The commercials typically end with a non-secontre surprise
False
True
23
Humour is created, but NOT through
exaggeration
parodies of masculinity
absurd transitions
colonial symbols (the boat and the horse)
24
The protagonist or main character in the Old Spice commercials is the former NFL player Isaiah Mustacha
False
True
25
Early American Old Spice was developed around a colonial theme of exploration, adventure, and chivalry
False
True
26
In 2009, the main problem concerning sales was that
The sailing ship image was too colonial
The brand didn't appeal to women
Women find smelly men appealling
The brand was seen as old and obsolete
