The Man Your Man Could Smell Like - Old Spice

Old Spice: Not Meant for All Men (1983)

Old Spice: The Man Your Man Could Smell Like

Watch these two Old Spice commercials carefully. How does the 1983 commercial compare to the newer one? How are they similar and how are they different? How does each commercial represent masculinity? How do these commercials attempt to sell a product to a male audience? A female audience? Things to consider: race, class, male and female stereotypes, etc.

Of the two commercials, the more recent ad is the most interesting. Consider how the commercial uses humor to appeal to the audience by drawing their attention to male/female stereotypes. Does this approach "undo" these stereotypes by making them explicit? Or does the commercial perpetuate the very stereotypes it works to parody?

Dress Like a Woman!

Sofia Vergara Kmart Commercial - as seen on Oxygen

Sofia Vergara Kmart Commercial - as seen on MTV

In Sophia Vergara's commercial for Kmart, she advertises her new clothing line for women inviting them to "be proud, be sexy," and finally, to "dress like a woman." Based on her commercial, what does it mean to dress like a woman? How does she appeal to a female audience? Does she appeal to a male audience? If so, how? Is her commercial empowering for women—why or why not? Is she trying to market empowerment? Is she successful? Why or why not?

Additionally, as you can see, I've included two versions of this commercial. One version appeared on Oxygen and the other version appeared on MTV. Watch both videos with particular attention to the ending sequence with Sofia. There is a distinct difference that is hard to miss. Why do you think Version 1 appeared on Oxygen and Version 2 appeared on MTV? How does each version appeal to its respective audience? Do the differences between the two undermine or affirm an empowering representation of women?