Analyzing Persuasive Techniques in Old Spice's "The Man Your Man Could Smell Like" Commercial

1492 Words Jul 15th, 2013 6 Pages
University of Rijeka
Faculty of Humanities and Social Sciences
Department of English Language and Literature

Analyzing Persuasive Techniques in Old Spice's “The Man Your Man Could Smell Like“ Commercial

Student: Mia Sarić
Course: English Language 1
Course Instructor: Irena Meštrović Štajduhar, M.Ed.
Ac. Year: 2012/2013

This essay covers persuasive techniques used in the video commercial for Old Spice deodorant, as well as the messages that lie in the heart of the very commercial. The essay will try to explain the techniques and effects of persuasion on targeted audience, while at the same time referring to style and language. A great emphasis is put on humor, as it is the main technique of persuasion used in the very commercial.

The
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Advertisers have applied the “sex sells” rule of advertising on this commercial, with the change of men being objectified rather than women, and mixed it with humor in order to create a desirable effect.

Before turning to analysis of other techniques, it is important to mention the use of language and sentences as well, which cannot really be seen as a persuasive technique but is a powerful tool in manipulating audience. Sentences in the commercial are brief and straight to the point. The narrator is confident and he knows what he is talking about- no stops in between the sentences, no improvisation and no commas, which, aside with random images, helps to create the desirable dynamic effect. Dynamic commercial embodies the dynamic lifestyle led by the targeted audience, which consists of young people who are always on the move and trying to keep up with the modern world.

As for the style and tone of the author, it is important to mention that the narrator states his point of view up-front, the language is forceful and persuasive, making the narrator sound arrogant and powerful, even superior to the audience he is talking to. He is even making fun of the audience, which is, however, not to be taken seriously, taking into account that the parodying tone is present from the very beginning and it is clear that the intention is to make fun of the male and female stereotypes, rather than the audience.

After analyzing the messages,

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