L'Oreal Men Expert

Old Spice is very blatant in the way they attract their customers. An obvious example is The Man Your Man Could Smell Like commercial. In this advertisement Old Spice envisions their audience to be anyone who is in a relationship or trying to be in relationship. The more obvious targeted audience is the female audience. To attract the female audience they put an attractive man in the commercials and try to make it seem that if their “man” uses old spice body washes their “man” will be like him.

The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken

* Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market

Some ads also use similes, metaphors, personification, and onomatopoeia. The new ads show how men should use Old Spice by making crazy commercials while showing strong famous men. They also try to get women to buy Old Spice for their man by showing a hot man using the product and what their man could be like if he used Old Spice. Both these techniques like showing men doing crazy things like some men do and target the emotion in ladies to try and get their men more like the guy in the commercial have shown to increase sales. The most famous old Spice ad was the, “The Man Your Man Could Smell Like” and this ad showcased the stunning Isaiah Mustafa or commonly known as the Old Spice Man. In the commercial he is shown on a boat with diamonds or on a horse on an island. The actor states that if her man wore Old Spice he would be just like him, which was a form of logos. The pathos used against men is that men do crazy things and wearing Old Spice is for men who do crazy things. The pathos against women is that women want a civilized hot romantic man and the ads show that if they buy Old Spice for their man, he will be just that. The ethos was the company using hot and famous models to portray what their products does.

The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

Old Spice is a man's deodorant company that uses a man's attractiveness to their company’s advantage. In this commercial a very fit male is telling you that your man may not look like him, but your man can smell like him. For example, “Anything is possible when your man smells like Old Spice and not a lady”(ENGL Rhetorical Analysis: Old Spice Commercial). This quote is promising that if your spouse or loved one uses Old Spice then he will not only smell great but it is possible to look that fit. Which is not impossible, but it may give false hope to some people, by making it look easier than it is to be fit. “Advertising is modifying the way it targets young people. Its renewed efficiency is enhanced by the current context of young people’s relationship with technical and technological devices” (Bermejo, pg. 157-165). This statement portrays the reason ads are modifying and blowing up most mobile devices. For instance instead of just seeing commercials on TV, we now see them on Facebook, Instagram, Snapchat, and almost any mobile game you

The commercial “Questions” advertising Old Spice opens with Isaiah Mustafa also known as the man your man can smell like in nothing but a towel. He starts by addressing the women of the world with a suggestive “hello ladies” and continuing to further question women on what they want in a man. It then uses the power of rhetorical strategies such as ethos and pathos, with humor and gender stereotypes to connect with the target audience and convince them Old Spice is the product for them. The narrator initially addresses women appealing to their desire to make their man more attractive, while targeting men who want to be more attractive to women. Old Spice commercials offer little logic or statistics to back their product, however their use of sex appeal and humor play into peoples emotions perhaps making them feel insecure which has proven to be highly effective in selling this brand.

“ Look at your man, now back to me” is said at the opening of the commercial, as it sets a comical tone for the advertisement and draws the viewers’ interest. The relatively new company, Old Spice, founded in 1990 uses their new commercial series to promote their American brand of male grooming products. Old Spice in the past has focused on targeting middle aged to elderly men in their advertisement campaigns. This new series of advertisements is trying to reach to a new target audience of twenty to forty year old males. This advertisement is attempting to create a memorable impression to the viewer through appealing to pathos,

The ad is trying to sell old spice body wash but does it in an unconventional way, it instead claims that old spice will make you “smell like a man not a lady.” The commercial establishes ethos by using a man who has several features that are considered manly, like a deep voice and muscles. The ad affects the audience by making men think that Mustafa is a man because he uses old spice, I will buy some so I can become more of man. However the add mainly addresses women saying things like “Sadly your man is not me but he could smell like me if he used old spice body wash.” This convinces men that they will be more liked by women if they use Old Spice body

For companies with enough money, the Superbowl is a way for them to display their commercials on a larger platform. On February 2010 during Super Bowl XL, Old Spice launched the commercial “The Man Your Man Could Smell Like” with actor, Isaiah Mustafa, playing as the ideal man. In this commercial, Old Spice’s advertising company, Wiedent+Kennedy, establishes acceptable masculinity as a strong and hyper-sexualized male who is able to provide for a women. This brand that sells men’s hygiene products, rebranding their products to appeal to a younger male and female cliental. Implying that if a male does not fit into these gender role, then they are not a real man.

Advertisements have been evolving over the centuries in terms of catching the audience’s attention. The art, text, and style all have been changed, but one hasn’t. The gender stereotypes in advertisement have been constant throughout time and product. A company called Old Spice has displayed these stereotypes in their product line specifically towards men.

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.

In terms of promotion and advertising, L’Oreal should change the “star product” approach and instead focus on the whole product line or perhaps a set of products for a given target segment. In this way, L’Oreal can inform its customers on its products which should also help them in choosing the right product for themselves. L’Oreal should also focus on building the brand Plenitude since this is something that customers are not aware of. They

L'Oreal is a cosmetic company, which makes some of the world's biggest beauty products. L'Oreal's success story begins in 1907. It has been the market leader in the cosmetics and toiletries market since 2001 (Euromonitor 2005). Their products are sold in about one hundred and thirty countries worldwide. L'Oreal is divided into four categories - consumer products, professional products, luxury products, active cosmetics. They mainly focus on skin care, make-up, hair care and fragrance. L'Oreal includes some important brands such as Lancôme Paris, Garnier, Mabelline, Softsheen Carson, Matrix, and Biotherm. L'Oreal invests heavily into its research and development which gives them competitive advantage over its competitors.

The pharmaceutical activities of L’Oreal are also handled by Sanofi-Aventis. These divisions and subdivisions ensure the quality that the L’Oreal Group offers to its customers. To further add to the enumerated strengths of the company, L’Oreal’s advertising strategy also plays a major part to its growth. Through adapting to the culture of their target market as the main tool of their advertisement, the Company brought L’Oreal products within reach of other women from different parts of the world.