Media Studies – A Level content – Additional topics | e-Consult
A Level content – Additional topics (1 questions)
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Model Answer:
The adoption of postmodern aesthetics—irony, self‑referentiality, and pastiche—has reshaped advertising by encouraging audiences to recognise and participate in the construction of meaning.
Case Study: Old Spice “The Man Your Man Could Smell Like” (2010)
| Postmodern Element | Advertising Technique |
| Irony & Hyperbole | Exaggerated claims (“I’m on a horse”) mock traditional masculine ideals while entertaining viewers. |
| Self‑Referentiality | The ad acknowledges its own absurdity, inviting the audience to be in on the joke. |
| Pastiche of Genres | Mixes action‑movie tropes, soap‑opera drama, and infomercial style to create a collage of familiar media forms. |
By employing these postmodern strategies, the campaign generated viral engagement, blurring the line between advertisement and entertainment and demonstrating the commercial power of postmodern media aesthetics.