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old spice – not meant for all men (1983)


This 1983 advertisment from Old Spice is explicit in describing what it means to be an “Old Spice Man”, at least at that time. Namely, Old Spice is for a white, heterosexual, middle-class, middle-aged man.


How does this Old Spice commercial differ from the commercials produced in more recent years?

How do they compare in terms of how age, race, and sexuality, and other identity characteristics are employed?

What do you think accounts for the changes seen across time, and what does this say about the relationship between media/advertisements and broader society?

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