Explain how representations in adverts are constructed, and how they reflect the social and cultural contexts in which they were made.

Look at Camera, Mise En Scene, Representation of people, places, themes, emotions…

All in all, there a number of devices which make use of different techniques and themes in order to make a viewer feel the emotions of wanting to be in a positive place/holiday.

Camera:

The shot is a level mid shot, as it allows us to get a full view of the scene. The shot also allows us to see the man becoming the island, with enough distance to fully showcase the detail. The level shot suggests to in relation to Old Spice, we are equal and anyone can use it and feel the same way. People like tropical islands and beaches – the man becoming one after using Old Spice suggests his smell could create a sense of relaxation and want. It depicts him as fresh and exotic.

There is a significant level of detail and action which is happening on the ‘island’. For example, all of the colours contained on and around him are ones which resemble the whole theme of ‘paradise’ and create the beach scene within the viewer’s mind. Activities which take place on the central image include swimming, a volcano and sunbathing, all of which can be associated with the feelings and emotions associated with being on holiday. This is a positive experience for most, and provides a ‘lust’ for the viewing audience. Furthermore, ethnicity of Isiah Mustafa can also make the viewer feel as if they’re in a completely different place to what they usually are in, and consists of new and interesting discoveries in a faraway place.

Moreover, there is high-key lighting used for this advert, which creates an uplifting and positive atmosphere. This could highlight that everyone should be seen in a positive way and we should all have a positive outlook on everyone with various ethnicity’s and different cultural backgrounds. The actor himself is well-known, which ensures that more people would pay attention to the product and become more intrigued to buy it. It could further represent and suggest a representation of looking and becoming like Mustafa if you use the product. If a person has a positive look on the actor, then they will feel more inclined and happy to purchase the product. A representation of masculinity and power is shown through the use of the actor.   

Also, the text is in white and stands out form the background, which makes it easier to read and focus on. The use of capital letters states importance of the product and reinforces to notion to purchase it and try it out.

In conclusion, through the use of humour, we see Mustufa’s mocking confident facial expression which every man could aspire too be like. So could also show that with this scent you will not only look like him but smell and gain the personality too.