Old Spice Ad Analysis

According to Jib Fowles, the author of the essay on Advertisement’s 15 Basic Appeals, “the need to achieve is an energizing, that pushes people to strive in their lives and careers.” This ad pushes viewers to help reach that inner man that’s inside you. The phrase they use in the ads are “there’s a man in there”; which makes viewers think they can be better than the person they are now. The way they make the man inside of the first man a lot fitter in physique can push viewers to think Old Spice would help them look more masculine as the man in the picture.

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.

There are bodily hygiene advertisements in almost every magazine, TV station, radio station, billboards, and even postal mail. Every one of them is different and is trying to send a different message to a certain group that the product would most likely appeal to. The 0ctober 2011 issue number 1141 of Rolling Stone magazine there is an ad for Old spice men’s soaps, cologne, and deodorant that is a very interesting to the college age kids and music enthusiast that would normally read it. Through the advertisements use of layout and models, Old Spice has effectively caught the eyes of the many people that would stumble across it.

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.

Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.

Authors can convey abstract ideas or non-existent characters to life with the assistance of rhetorical devices by communicating the nature of emotions to the intended audience. Allowing the audience to connect and relate with the abstract ideas. The usage of apostrophe can be found in literature and even in media. The usage of apostrophe is most evident within the Old Spice commercials. Isaiah Mustafa plays the role as the “man your man could smell like” in the commercial, who narrates and performs a simple monolog throughout. Mustafa can directly connect with the audience with the assistance of “breaking the fourth wall,” to guide their directions and appeal to their emotions. As a marketing technique, the motives of these Old Spice commercial is an attempt to appeal to the female audience whereas typically it is geared towards men.

The saddening feeling at the end of the commercial where the narrator is in his bathroom, is an indirect way of appealing to pathos in this commercial. As an audience, you feel sorry for him, missing his chance with “Susan Glenn”. Therefore, of course you don’t want the same thing to happen to you and miss the girl of your dream because you don’t smell good, from not

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.

The average man is more likely to use Old Spice since the man in the commercial does so. The credibility of this commercial increase with the use of the male and what he represents as perfect.

In this ad at the ad Mr. Clean becomes the husband and it shows that the woman can’t hold herself together because he cleaned. This gives the message that your woman would love you and do anything if you clean by using this product. This gives the viewer a happy feeling and the urge to buy the product. Millennials do love having quick and easy ways of doing or out of things because it saves time for them to do other things in their day.

Most of us have probably seen the old spice commercials with Isiah Mustafa, an attractive, fast talking man. These Commercials began airing in 2010 and became some of the most popular commercials on television and the internet. I will be focusing on the original “The Man Your Man Could Smell Like”. These commercial due little to actually describe old spice’s products, however it’s a very clever and humorous use of ethos, pathos, and logos still persuaded people to switch to old spice.

Old Spice vs. New Spice Commercials and ads are a pesky part of everyday media in the world. They’re main objective is to catch a certain group of peoples’ attention while interesting them in buying a product. That’s what the ever classic Old Spice commercials do; grab the attention of viewers immediately and efficiently sell their products. Oddly enough, Old Spice uses women as their primary marketing group by claiming that using the products will make their man smell like the “perfect man”. These claims are backed by two actors, Isaiah Mustafa and Terry Crews, appealing to the different wants of women.

Old Spice has become well known for their humorous style of commercials. Their style leads many to believe they aren’t actually using much rhetorical content. However, these commercials are heavily packed with content meant to convince people to buy Old Spice without being as overt as many other commercials. Many commercials use unknown actors to talk about their product. Isaiah Mustafa, the star of many Old Spice commercials, wasn’t particularly well known before his start with Old Spice, but since he has gotten a position as an Old Spice man, he has done an amazing job at tactically using the bandwagon commercial approach.

Most ad campaigns “sell” ideas in conjunction with their products. This advertisement is no different. Terry Crews’ Old Spice commercials are legendary in the advertising field. Old Spice demonstrates a fantastic marketing campaign by making the viewer remember what is being advertised through the comedic randomness of the ads.