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. Isaiah Mustafa commercials use more sexual appeal and desires to attract the female audience. They are calmer and give the viewer a flavor
…show more content…
He stands beside a wimpier man that is holding a fake looking hockey stick and wearing a poor excuse of a helmet. Terry Crews proclaims that “Old Spice body wash can change a regular smelling man into a man that smells like power” (…Vending Machine). He then yells towards the man, combusting all his clothes off until he is in only boxers. His outfit is then changed to what looks to be a Halloween costume of an Egyptian pharaoh. The man explodes into a vending machine afterwards when Terry screams “Potato chips”. The ending of the commercial is of a few Old Spice fragrances and the phrase “Smell is Power” while Terry Crews sings along to the …show more content…
The goal of these commercials are to show that the body wash can make the viewers man more powerful and dominant. Terry Crews has a body builder type physique, which is completely different from the smaller, more sensual look of Isaiah Mustafa. The “perfect man” is defined in these set of commercials by someone who is not afraid to take charge. It attracts women who want the man to play a real man’s role in the relationship instead of a wimp. It also implies that women want a humorous side to their men. The commercials go over the top to try and gain viewer attention. Not only is Terry Crews yelling at the audience, but the special effects of explosions and clothes being blown off from someone else yelling at you is too outrageous for most people to ignore. The commercials always grab the attention of whoever is in the room while mostly targeting women who want a dominant
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
That commercial entertains and persuades you, the actor talk loud and pronounce everything really outright.Jeremiah was played by the well known actor Adam Driver and was talking about the Superbowl. The cowboys that got shot still talked in the same tone after they died and they fell over really comically.The set falls down and makes for some pretty cool visuals.Then when the screen cuts to black and shows the message "" You ruin LIVE
As the commercial asks, “so ladies should your man smell like an Old Spice man?” Well who wouldn’t want an adventurous guy that seems to be the perfect man? The use of ethos to establish a strong character in this commercial is overwhelming; Isaiah himself is a former NFL player (Mustafa). Mustafa has defining attributes like chiseled abs and broad shoulders; he has a deep voice and a bearded face helping him to truly embody the image of a real masculine man. He is both physically fit and attractive embodying the image every man strives to be by establishing himself as a perfect man he has made
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
At its surface, it’s nothing more than funny skit, but when you delve deeper, there are clear sociological perspectives at play. One of the most notable ones are the types of traits that Terry Crews displays; loud, strong, muscular, confident, traits that are the epitome hegemonic masculinity. This becomes extremely problematic as it creates an idealized version of what men and women should be like. However, for the companies that use clever branding to influence gender norms, this is fantastic because it creates a model image that men and women then vigorously try to emulate, often buying the products that promise to help them reach that image, in the process. This creates a never ending cycle of consumerism, where men and women try to buy their way into the idealized versions of
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
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.
Old Spice developed a few strategies to revamp the brand image. First, they decided to create 3 lines of product, each with different features (Marketing Conference Sevices, 2011.). They then roped in the award-winning advertising agency, Wieden + Kennedy to aid the company in developing their media campaign. Wieden + Kennedy were known for coming up with Nike’s “Just Do It” campaign (Baboushkin, 2013). Old Spice, with the advice of Wieden + Kennedy then decided to air their ads on Youtube during the Superbowl weekend to create a “Superbowl impact” (Effie Awards, 2011). Their next move was to air the ads on television. With both the online and TV ads, Old Spice wanted to maintain certain traits associated with the brand such as the trademark whistle at the end of ads but at the same time to revamp the ad by adding in some “clever writing and picture-perfect casting” and developing a good story with
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 Old Spice; The Man Your Man Could Smell Like commercial was designed to pitch the Old Spice men’s body wash line. However, it appears to sell sex appeal and luxurious items. The advertisement was directed towards woman because they tend to do most the shopping in most households. Therefore, to successfully pitch the product, Old Spice had to get creative to attract the attention of the female audience. While it’s true women are famous for splurging on body washes and lotions, they don’t want their man smelling like a rose. I believe most guys
The first ad I looked at was an ad that was about Axe Effect (see figure 1). The ad was created in 2007 when they released their new Axe Effect fragrance. The picture shows a shower door with a pair of black mens shoes on the right side of the floor. The left side of the picture includes 10 pairs of womens flip flops that face the opposite way of the Men's shoes, giving a hint that the girls are in the shower with the one male. Looking through the shower door, you can very faintly see the feet of the girls’. This ad implies that the Axe Effect fragrance gives men the qualities to attract as many women as they could ever want. The ad makes most men feel like they need to have Axe to be attractive. It makes most men question their masculinity, It may even convince men that if they can’t get girls now then maybe if they buy Axe the girls will come in by the dozen. For most males this
The intended message of the commercial is that no matter what type of “man” you are, Old Spice has what you need to be more “sexy" for your woman. Women will see these commercials and want to get Old Spice to make their man more sexy like Terry Crews or Isaiah Mustafa.
There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.
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”.
The second thing in this commercial is the man being introduced shirtless in a towel. This scene immediately grabs the attention of many woman. The other thing is he is African American, muscular, and he has a strong voice. All these things make him desirable to woman. Every man wants to be like him, so it can take men’s attention too. That means they can sell their product easily. “Smell like a man,” (“Old Spic”), appear and freeze on the screen. This part can make the viewers laugh.