Smell like a Man, Man
For years Old Spice has been the immediate brand that comes to mind when anyone mentions a manly fragrance. The first advertisement is a poster created by Old Spice that shows a man in the bathtub with bubbles on him depicting a lumberjack. The second image shows a nerdy guy that is revealed to be a rock star deep down. Both of these advertisements were produced by Old Spice to promote one of their products called “After Hours” body wash. Old Spice has found the ability to make every man wish that he were something better by using appeals to men’s want for women and manliness. Deep down, underneath that soft outer shell, is a strong man that is released with just the use of an Old Spice product.
Old Spice attempts to connect
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The first poster displays the main character with far less details than the second poster. While the first mainly focuses on the main character having a vague resemblance to a lumberjack, the second shows a highly detailed outer and inner character. Giving the audience a more vague view of the character allows for a more personal understanding of what the advertisement is portraying; whereas, displaying the character with more details and features shows a more specified character that could help the audience further understand the connection between the nerdy guy and his tough inner self. The more intricate details of the second poster show that the nerdy guy on the outside, is simply a man with little talent compared to his inner rock star self. His inner self is shown to be playing a two guitars and a saxophone all at the same time portraying his more advanced skills. He has the ability to do what the nerdy guy wishes he could do but can’t. The bikini top jumps at the fact that the rock star does well with women, something that the nerdy guy could never accomplish himself without the help of the Old Spice body wash. These differences reiterate the main character’s need for the body wash because it allows them to be what they always wanted to be. Another aspect of both advertisements is that there are visuals that act on text contained in them.
The word “man” is contained in
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
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.
Ethos is credibility, and the audience is provided this by the well-known actor Terry Crews, who just happens to be known for his masculinity, this leads the target audience, which is men, to believe that if they use Old Spice, they will be thought of as manly as Crews. Old Spice has also used other Actors such as Isaiah Mustafah and Neil Patrick Harris to help support the idea that Old Spice gives you a more masculine appeal, this helps with credibility since men are aspiring to be like them.
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
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 commercial also tries to appeal to middle-class people as the spray is inexpensive and smells good. While, relating to the middle- class individuals it also seems to portray of regular-looking people. This therefore, makes the commercial look natural and realistic to the viewer, while attracting their attention. The framing of the image directs your attention to “Susan Glenn”, as if she was the only character in the commercial. The lighting around it predict her as if she was an angel, and no one was better than her. For example, in the ad she is seen floating across the street with firework sparks around her, like a light to a shadow. You can tell the love that he had for her, especially when he says, “not a girl, but the girl”. The bathroom scene at the end with the narrator, displays a feeling of sadness around it, as well him also being alone.
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
Isaiah Mustafa, a former NFL practice squad wide-receiver, is the narrator for a television advertising campaign commonly referred to as “The Man Your Man Could Smell Like.” These advertisements created by Old Spice commonly use visual and aural techniques to gain the audience’s approval. Old Spice’s method attempts to gain ethical appeal, target emotion, and produce humor in order to sell their products. In one of the advertisements, Isaiah Mustafa is portrayed as a “real man” and explains that since he uses Old Spice, all men should too. The advertisement is fast-paced, visually stimulating, and full of comparison.
Advertisements these days use many different techniques in order to sell a product. The Old Spice Company uses several methods to convey a message and sell their product. Old Spice commercials are well known for using the famous Isaiah Mustafa, wrapped in just a towel, to talk about the company’s product. While Mustafa walks and talks, the background and setting of the commercial changes and the actor never loses eye contact. The product is always shown throughout the entire commercial. By combining all the elements of gender stereotyping, sexual imagery, and racial innuendoes, Old Spice is able to convey a message to sell their hygienic products.
The Old Spice commercial persuade the viewers to purchasing the body wash. The adverstiments were targeting couples; however, their main focus was to persuade females more than males. The Old Spice commercial targets female because they would go shopping and buy fragrance and soap products. In the adverstiments, Old Spice man said “I ‘am the man your man could smell like” were speaking directly to the female audience. The Old Spice commercial wanted to encourage females to go out shopping and buy Old Spice body wash in order to have their
In this youtube video, Old Spice (The Man Your Man Could Smell Like) is used to show envy. The speaker in this video claims that if your man doesn't use old spice then he is basically a lady. He also claims that if you use old spice you are a man and can have a better life. For example, in the video, he states “ It's an oyster with two tickets to the thing you love. Look again.
Whereas in the second she is casually lying down in her messy bed and her legs are up in the background and she’s posing very innocently. Her facial expression in the first print advert is sort of a smile however not completely she still has a look of determination and she connects with the audience as there is direct mode of address. This could mean there is an element of mystery as she has decided not to smile fully. Similarly, in the second picture she’s looking at the camera with her sharp eyes and this time her mouth is a bit open, forming almost a smile. Yet again there is something which is keeping her from showing a full smile, this perhaps could be her status showing she’s a strong character and doesn’t have to prove her emotions to everybody yet at the same time she has to look inviting. Her costume in both pictures are very fantasy looking (as if she just walked out of a fairy tale). It’s very elegant and puffy, it looks expensive and this would be expected if she is a princess. In both campaigns they also use massive crowns/tiara’s this grabs the audience’s attention as it’s very captivating and glamorous. There are two types of fonts used in both campaigns, the ‘Vera Wang’ part is in capitals and however the princess part looks like handwriting (again referring to teenagers and this is perhaps how they
Most of us have seen the old spice commercials with The best talking Isaiah Mustafa, better known as "the old spice man". These commercials first began during the Super Bowl in 2010 and have since then became a series of popular commercials. But what is it that makes these ads so appealing. To consider this question I 'm going to break down "the man your man can smell like" commercial. This advertisement is far from reality when selling the product, clever use of the three primary aspects of appeal persuaded many people to use old spice and at the same time helped old spice reach a close connection with its target audience, this embedding itself into our popular culture.
Representations of men in media have a different approach—they tend to focus on strength, power, physique, independence, etc… The first ad portrays a clearly athletic, strong, male individual. His expression is one of determination and focus—He’s not going to let anyone get in his way. He is aggressive, and overflowing with testosterone. It is unclear what the product is, something to do with athletic performance. The next image is fitted with the caption “Always A Champion”, making it simple to realize this ad is all about the male ego. This man has a very intimidating expression, one of strength and—almost anger. His positioning shows off his clearly muscular arms and his aura is almost overpowering. In both images, the idea that a true man should be strong, aggressive, etc… is presented. For any normal male individual viewing this ad, he would feel like that is what he should be—if he was a “real man”.