The Way to Penetrate Customers’ Minds by Old Spice Advertisement

The Old Spice commercial uses the Idea of Transfer which isn’t so obvious. Hirschberg states that the ideas of transfer are “ideas, attributes, or feelings from outside the product onto the product itself.” (Hirschberg 228 UCC) One subtle technique is the background images. One image is the beautiful ocean scene with the seagulls in the background. Also they use the beach with beautiful white sand and palm trees. Then they use objects that everyone desires. They man has diamonds pouring out of his hand. This is kind of like the example that Hirschberg uses. Hirschberg talks about the different idea of transfer used in cigarette commercials. The tobacco companies things such as waterfalls in the background and blue and green coloring on their packaging. The reason for the coloring and waterfalls is that cigarettes are commonly associated with burning tobacco leaves and dryness. But by putting the blue on their packaging and having waterfalls in the background the consumer doesn’t think about that. Then it also uses a kind of catchy whistle in the end. And now any time you hear that whistle you know it’s for Old Spice.

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.

In Chapter 10 of Religion and Popular Culture in America, Joseph L. Price attempts to show sports as an example of popular culture as religion, because of its ability to shape the engagement of their fans and the fan’s environments. Although the majority of fans do not see sports as coming close to being a religion, Price gives several compelling reasons as to why sports are religion.

Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.

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

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.

Does anyone care for Sunday night football? This is not just any Sunday night NFL game, but the biggest sporting event in the world that 151 million people will watch in 232 different countries. (“By the Numbers”). Welcome to the Super Bowl. The huge night that everyone looks forward to is a “billion-dollar economic engine that is bigger than the Gross Domestic Product of many nations” (John 3). Although the Super Bowl is only played once a year, it is the biggest, most-widely known game in American history and the most-widely viewed television spectacle in the world.

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.

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 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.

Old Spice is a deodorant brand that is well known for their entertaining advertisements. They also make body wash and shampoo. Their manufacturer is Procter and Gamble which is located in Cincinnati Ohio. I personally have used old spice deodorant my whole life because I really like the scent of it. So what is that Old Spice is actually made of?

Old Spice is telling us with this commercial that even without the hyper masculinity, Old Spice will still sell as stated “It Smells

They did not have to give an informative campaign because every one knows what deodorant is. So this left the company with a lot of creative leeway. Old Spice persuaded the audience on why their product is the best and why they stand out from other brands. They did this by making it seem cool to be wearing Old Spice. In the commercial’s, they have a very good looking and cool guy to be the spokesperson for their product. This is smart approach to take for this certain product and targeted audience. Teenage boys are trying to be cool and fit in, so when they watch this commercial, they start to believe that they will also be cool and fit in if they wear Old

Advertisers seem to think of people purchasing their products as athletes or people living crazy lives, this is the case for old spice. My advertising identity sees not the product, but the name and pitch of it to determine if i'm going to purchase it. Another way the ad speaks to me is the way it comes across, they use extreme situations that could be potentially deadly but Old Spice is somehow capable

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.