“ Hello, ladies, look at your man, now back at me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me” (Isaiah Mustafa, Old Spice commercial.) A report done by the American Psychological Association states that “ Virtually every media form studied provides ample evidence of the sexualization of women, including television… and advertising (APA 269) what this fails to realize is that not only are women being objectified, treated as a sexual object, but men are too. Old Spice is a popular American brand specialized in producing men’s hygienic products. Old Spice is notorious for its humorous advertising campaigns based off of references to traditional masculine ideals. Isaiah Mustafa, a former NFL wide receiver turned actor, was hired to endorse the product in it’s most popular 2010 “ The Man Your Man Could Smell Like” commercial, that aired during the Super Bowl. Isaiah Mustafa was hired as a vessel to improve ones masculinity and sex appeal towards the opposite sex. The “Smell like a Man” commercial relies heavily on its depiction of and idealized masculinity through gender stereotypes in order to persuade viewers to purchase Old Spice Red Zone body wash.
Ethos is the “credibility, morality, authority or reputation of the author or speaker.”( Ramage and Bean) The Old Spice commercial sets up its credibility to the audience by using a successful former NFL star, Isaiah Mustafa who defines masculinity. As soon as he steps out the shower in the opening scene, one notices Isaiah’s attractive appearance. His broad shoulders, rock hard abs, chiseled and bearded face; embody several char...
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...men as well; they too have become targets of sexualization through media. “ Losing Bodies” by Susie Orbach is about how the media has become the way both males and females understand their bodies today. It wasn’t always like that, bodies used to be an expression of a certain period in time, geography, religious or cultural place. But now, that variety that was once alive is quickly fading away, as fast as the mothers tongue she notes. The media has restructured our bodies by substituting diversity with sameness. In “ Losing Bodies” Susie, notes “ media has had a great deal to answer for when it comes to how we understand our bodies today” (244.) The medias continued pressure of body image hurts people. Susie Orbach said it best, “ Commercial pressures disseminated through the media are restructuring bodies, supplanting diversity…. That breed body hatred” (249.)
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