Advertising: Old Spice analysis

Above is the 2010 poster for deodorant brand 'Old Spice'. 
This advertisement appeals to men primarily as it is addressing masculinity and playing on 'the desired man' portrayal, shown in this sense to be a 'well-built', physically attractive man on a horse in a tropical environment. This therefore conveys a sense of need for the 'Old spice' in order to achieve similarities to this character. Arguably the audience could also slightly be female as the product itself is positioned on diamonds which could link to the phrase 'diamonds are forever' which therefore may connote to the lust and want of a man like the one portrayed which would reinforce men to buy the product due to the comparison to the actor and diamonds. 
The man is essentially the main image and focus in this poster. He is central to the screen therefore dominating it and again addressing the masculinity element this poster wants to reinforce. The headline, 'Smell like a man, man' also explores the masculinity element through the repetition of 'man'. The red font contrasts with the light tone in the background which connotes passion, desire, and love. Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. This all adds to the masculinity and 'sex' themes.
The product itself is presented quite small compared to the scenery surrounding it. The bottle of aftershave is being held by the man on the horse which therefore promotes the product to be desirable. The man has been positioned in a certain way in order 
As a whole, the elements of this poster work together to sell this product as it is aiming for a younger audience ultimately. In comparison to older posters this juxtaposes Old Spice's original ideologies which were aimed at older male audiences rather than the young male or even female audiences who are being aimed at today.