Misleading Perfume and Cologne Advertising Essay

Perfume advertisements, both in magazines and in television, involve selling more than just the scent. It taps into the human psyche and tries to sell the perfume by linking the brand with desirable ideas such as femininity, masculinity, love, passion, etc. Perfume advertisement usually tries to appeal to the other senses. It usually tries to sell sex by advertising with a beautiful and sexy model or a celebrity in a desirable location. Advertisers employ attractive people and use sex to grab attention and stimulate desire. Perfume advertisements evoke fantasy and offer a life

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

Advertisements are everywhere, combining images and words together to create a message to sell a product. The initial impression is that the advertisers are just trying to sell their products, but there often seems to be an underlying message. It is often heard that “sex sells.” So, many advertisers will use beautiful women and men in their advertisements to try to market a product. The hope is that “sex will sell,” and people will go out and buy what the ads are selling. There are many advertisements and commercials that use this approach. Prime examples of this are the advertisements for Orbit Gum and A Diamond is Forever. Also, the commercials for Levi jeans use sex to promote the sale of their brand. As a way to

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

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

Everyone has heard the phrase “sex sells.” It seems to be a major factor that drives people to buy. Advertisers manipulate this behavior by creating ads that showcase their products as a way to gain love, beauty, and desirability. Advertisers frequently use sex appeal with flirtatious images as an attention grabbing device to play with the public’s emotions. Because the public is a diverse group of individuals, it is difficult to target the masses by focusing on hobbies, sports, or flaws. Because of this, advertisers target sexuality, something everyone can relate to. In the February, 2016 issue of Cosmopolitan Magazine, they overtly demonstrate this. In an ad for Kinky Vodka, they represent multiple sexual innuendoes such as provocative body posing, stereotypical feminine colors, and seductive wording.

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.

Advertisers, especially fragrance advertisers stick to a ‘house style’ and because of these similarities we have expectations of what they will include. The advert I have chosen is Estee Lauder perfume, which features Kendall Jenner. Some of the features we expect on fragrance adverts are glamour, beauty and attractiveness to be shown. It is very common for advertisers to use well-known celebrity such as Kendall Jenner. It is a technique to get people looking at the advert because audiences admire celebrities, success and importantly ‘beauty’. If a ‘normal’ ‘everyday’ woman were to be used for adverts then it would catch less attention, as they are not known and the product would sell less because people assume, if celebrities use the

In the 1960’s women only advertised for things made for women, now women are using their bodies to help sell cologne for men. In the 1960’s women would be seen in ads such as Hoover ads and Kenwood chef ads because that was what women did in that time, they cooked and cleaned. These ads showed women to do nothing more. The Kenwood chef ad caption was “The chef does everything but cook- that’s what a wives are for.” This advertisement targets an audience of married men. In the Kenmore Chef ad, the husband is pictured in a suit and he was neatly groomed and his wife was dressed in a conservative outfit with beautiful manicured nails. She is affectionately hugging her husband and the two are both smiling. The image in the ad accurately reflects

In the old spice commercial “Smell like a Man, Man”, Isaiah Mustafa asks his audience if they want a man who can bake them a gourmet cake in a dream kitchen that he built with his own hands. He then goes on to answer that question by saying of course you do. He asks his target audience this unusual question along with a series of other funny, sarcastic questions as he moves from frame to frame while also continuing to define the image of a so called “perfect man”. The commercial thus begins with a seemingly attractive, man (Isaiah Mustafa) standing in a towel without a shirt, on the beach grasping a bottle of Old Spice. He states that he being an attractive model man is because of the use Old Spice body wash.

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising