Old Spice Bar Executive Summary

television advertisement companies, main intention is to captivate the audience in other to purchase their product that they are portraying. In this essay, I will be analyzing these two ads, “Whale” (Old Spice) and “Susan Glenn” (Axe). These ads are formulated to get their products noticed, along with sparking the interest of the other goods they may offer. Countless methods are used to convince the audience that’s being targeted to buy the product. Therefore, these ads are similar in its ability to gain the attention of their audiences by appealing to pathos. Through this essay I will analyze the rhetorical effects that help bring these commercials to life.

In the beginning of the commercial, Old Spice man was shirtless throughout the commercial; however, he wore a sweater which tied around his neck and white pants. This commercial make him appeared to be confident and elegant. When the Old Spice directed the female audience to look at their partner and then back to him. The commercial generates senses of desperation and makes the audience feel that they should follow his commands. The Old Spice commercial wanted the audience to be attentive on what he has to say. Also, Old Spice man used his magic to turn the game tickets into diamonds. The Old Spice man developed his ethos by his pronunciation, the way he spoke towards the audience and the way he’s wore his attire in the Old Spice commercial.

Most of us have probably, at one point in time, seen the Old Spice commercials. One commercial, in general, has become a very well-known one recently called the “Mom song.’ This commercial is in a series of commercials named “Smellcome to Manhood.’ These commercials first began in 2014 during the NFL playoff games and have since become some of the most popular commercials on television and the internet. Within a day of its airing, the term “Old Spice” was tweeted over 50,000 times, and the video has had over 1 million views since its posting on the internet. Some say it’s funny, others say it’s creepy. In any case, this commercial has the internet buzzing. What is it about this ad that make it so appealing? Although this commercial doesn’t realistically depict the product it’s advertising, its clever and subtle use of all three of the primary aspects of appeal (ethos, pathos, and logos) persuaded many to switch to Old Spice, and, as a result, root itself into the popular culture.

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1.Analyzing this commercial, their main target audience are men who want to impress their ladies and also women who want their men to smell good. The message conveyed in this commercial is that Old Spice will make you smell like a million bucks. The message is meant to target the audience by showing a fit man who is living a lavish lifestyle. The main point is that by using their product they will become more appealing to women. There are several logical fallacies can be detected, which the first one is Bandwagon fallacy.

Old Spice has a storied history as cologne that is favored by both men and women. During the 1970s and 1980s, the brand relied heavily on nautical ocean scenes in their commercials and sex appeal. However, after years of success, Old Spice became known as “old guys” cologne. “By the early 1990s, Old Spice’s ability to survive and endure over the course of several decades became its downfall. Old Spice had become an icon associated with old men. The younger generation of boys and men mostly recognized Old Spice as something their fathers and grandfathers wore, which resulted in a lack of interest for the product,” (Neilly, 2014). Old Spice realized that their traditional nautical themed advertising no longer appealed to their target audience of young men ages 12-34 so they decided to rebrand.

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The Competitive advantage for Old Spice is the brand equity as many people are loyal to the brand. The advantage also is the lower prices they offer for basic deodorant and a competitive price for those scents that consumers are seeking. The parent company, Proctor and Gamble, also give Old Spice deodorant a competitive advantage. Since P&G is one of the largest consumer goods company in the world. The market shares that P&G has, plus having two Old Spice brands in the top ten of deodorant sales gives Old Spice a greater deal of financial ability and a competitive advantage as well. Also according to bloomberg.com “Old Spice is the number 1 leader of deodorant and antiperspirants for men, with 20% of the $1 billion market,

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Synopsis: Gillette has long been known for innovation in both product development and marketing strategy. In the highly competitive, but mature, razor and blade market, Gillette holds a commanding worldwide market share. The peak of its innovation occurred in 2006 with the introduction of the Fusion 5-bladed razor. Today, innovation in razors and blades is thwarted by a lack of new technology and increasing consumer reluctance to pay for the “latest and greatest” in shaving technology. Gillette must decide how to put the razor wars behind them and maintain or increase its share of the global razor market.

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The Indonesian economy has constantly grown within the last 20 years. However, the shaving market is still underdeveloped compared with Western markets. Hence, Gillette should provide more information to spread widely concept of shaving. Moreover, it should introduce new products to facilitate the introduction of shaving products to non-shavers and increase the frequency of shaving in current shavers.

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Often people do not understand why the shaving experience could be so different. This is possibly caused by the DLC’s, which may not be used by store brands because of patents. Gillette has been very smart creating a fence around itself by having so many patents regarding the cutting edges of razors. It can really distinguish from the cheaper brands with this technology. Apparently consumers really seem to like the razor blades with DLC film applied to it, while Gillette is the global market leader with 70 percent in the grooming business. [5] The DLC results in longer useful life and reducing the pull of the hairs due to the sharp