Research Paper of Axe

Old Spice is a toiletries cosmetic company specifically targeting a male audience. The company makes deodorant, body wash, shampoo, and so forth. Their audience appeal is towards younger adults, and late teenagers both male and female. The emphasis and focus that they wish to present with their product is to make you smell like a “man.” They’re idea of a man is someone who’s more exciting, bold, independent or a leader. For example, on the company’s website you’ll see in home page the advertisement for a new product has a slogan saying,’ smell ‘em who’s boss.” They instill an idea of the ideal man through the use of advertisements. For majority of their advertisements they use men who work out excessively and have greater physique than the

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.

Sally Hansen is known for their beauty products. When advertising their products they use the slogan, “Beauty that Works.” They have a wide variety of products that help with body, hands, lips, feet, face, and hair removal. Sally Hansen has a three page advertising spread in this magazine because of the people that read it appeal to their

Wood field club is situated in Florida, Boca Raton. It is one type of resort cum club. Wood field’s resort style club has a magnificent grounds and it is located in central location in the community, which gives easy access for everyone.

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

One of the largest rodents is the Sciuridae family is the Woodchuck (Marmota Monax) or more commonly known as the Groundhog. It is a fairly common animal most heavily found in the north and north eastern parts of the United States and across most of Canada (Encyclopedia of Life, 2015). Most Woodchucks choose to live in a habitat of grasslands or along the edge of a forest. They tend to like a cooler climate, but during the heart of winter they will hibernate in burrows that they dig throughout the year. The Woodchuck is a incredibly interesting animal that creates elaborate burrows for homes and one of the true hibernators.

In the upper Valley & Ridge plans of Georgia is a small city of Kennesaw Georgia. It was originally name Big Shanty it was originally inhabited by Native Americans tribes. Which is known as Cobb County it was officially incorporated on September 21, 1887.

One of the most important human need is acceptance. Humans strive to appear normal as much as possible. Unfortunately, normality is often associated with heterosexuality and binary genders which is a myth Secret dispels in this commercial. The commercial utilizes an appeal to a higher order need of humans to be accepted as normal to send a social message. The commercial does not persuade its audience of women, that in order to be normal they must use secret deodorant, rather it persuades them to understand that despite their differences they are accepted and are fit to use the deodorant. This persuasion technique is effective because minorities frequently feel the urge to assimilate with the majority, but with Secrets message which says “there is no wrong way to be a women”, the brand displays an awareness that the definition of normal is fluid.

It has been proven that an Axe Bat, is proven to increase a baseball plyers performance in hitting, and have less injuries.

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.

“ Look at your man, now back to me” is said at the opening of the commercial, as it sets a comical tone for the advertisement and draws the viewers’ interest. The relatively new company, Old Spice, founded in 1990 uses their new commercial series to promote their American brand of male grooming products. Old Spice in the past has focused on targeting middle aged to elderly men in their advertisement campaigns. This new series of advertisements is trying to reach to a new target audience of twenty to forty year old males. This advertisement is attempting to create a memorable impression to the viewer through appealing to pathos,

Furthermore, the “Smell like a Man, Man” slogan is in bold red capital letters at the end of the commercial which often a symbol of desire, passion, and lust. Although the Old Spice advertisement does not say so directly, the commercial assumes that the female audience’s boyfriends or husbands are not men unless they used Old Spice body wash as the Old Spice man stated, “But if he stopped using lady-scented body wash switched to Old Spice, he could smell like he’s me” (“The Man” 00:00:07 - 00:00:10). The use of text and slogan are ineffective because they fail to capture the attention of the targeted audience and have a potential to be sexist as well.

In advertising, fallacies are often present. These fallacies are usually not obvious and are used to connect to a certain demographic. The ads of Axe hair and body products are notoriously sexist and assert their products only for a certain kind of man. The ads target, for example, men with lower self esteem implying using Axe in their hair and body will make them more attractive to women. In this particular ad, many fallacies lay underneath the surface. The fallacy most notable in this photo is a false dilemma. It is distinctly