Television Advertisement : The Portrayal Analysis Of Television Commercials

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

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 “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 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

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

Calvin Klein understands the fact that men will buy a cologne that will, not only make them smell “hot”, but make them feel like it too. They employ a windowed effect with this poster, by providing the image of a future that can only be achieved by using this product. By utilizing this ad, men will automatically associate the experience of using this

​ 1. The highly popular Old Spice commercials addresses a number of issues related to the construction of masculinities in contemporary American culture. In the 2012 Smell is Power Old Spice commercial, it offers great insight into cultural ideas related to the construction of hegemonic masculinity and implies the masculinity constructed through the protagonist’s, Terry Crews, appearance and body, sexuality, behavior, and his character pattern and mannerisms.

Beginning in 2010, Old Spice, an American brand of male grooming products, launched a new advertising campaign. Referred to as “The Man Your Man Could Smell Like” the Old Spice advertising campaign was originally intended to be a single use concept to promote a specific product. However, widespread success of the original 30 second television commercial lead to the launch of multiple variations of the advertisement across multiple media. The campaign centers on Old Spice Man played by actor and model . While reciting rapid paced monologues regarding Old Spice product benefits, Old Spice Man progresses through “various activities, locations, costumes, and/or extraordinary situations, all in one uninterrupted take while maintaining constant eye-contact with the camera in a nonchalant demeanor” (Vogue Vibes, 2015, para 1). Typically, The Man Your Man Could Smell Like advertisements conclude with a twist to the ending (Vogue Vibes, 2015).

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.

In the body wash soap advertisement featuring Old Spice the advertisers display masculinity in the form of status, strength, wealth and confident attitude. Old spice accomplishes this by presenting a fit celebrity, posture, facial expression, quote and choice of colors.

Old Spice is an American brand of male grooming products, and has been around for eighty years. Old Spice is known for the legendary deodorant. In 2010 Old Spice released an advertisement campaign called The Man Your Man Could Smell Like starring Isaiah Mustafa as the narrator. Isaiah then describes everything that would be possible if the target audience’s man stopped using lady scented body wash.

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.

A sign of the man being in control is the firm grip he has on the cologne with his right hand. Also being held with the right hand is also meaningful as the right hand means the hand of authority. The male model has his hand around the bottle displaying ownership whilst the female embraces it as if she wants it or the one who owns it. In this advertisement, it is clear that the woman fits into the stereotype of what Steve Craig call, “Men’s Women” in the article “Men Men and Women’s Women.” As Craig notes, men’s women are “drawn to the man who relieves her” (188). How the lady graces the man’s hand with the cologne shows she is somewhat attracted to what he has to offer. The position of her fingers is almost like she is snatching at him; as if she craves for

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.

Another piece of comical evidence is his beginning dialogue where he says “Hello ladies, look at your man now back to me to now back at your man now back to me.”. No one talks like this and the commercial talks right to the audience by doing this they start off with humor and gain your attention effectively. The last effective emotion they appeal to is confidence. This is seen by how the actor holds himself. He uses excellent posture is in great shape and can do anything all because of Old Spice.