Old Spice Man - Advertisements

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So why are women the audience addressed in the commercial, after all the product’s intent is for men? I propose that the ad’s delivery is geared specifically for single adolescent men. Most men want to look attractive to women; however, some are more prone to feeling insecure about themselves, especially when attracting the other gender. The commercial doesn’t want to embarrass potential buyers. Therefore the commercial addresses women, and shows them the image and persona of the man most women desire. To some extent it over exaggerates the perfect man making the situation comical and not offending anyone. By showing women’s appreciation for an ideal “Old Spice Man”, Old Spice encourages men to embody this form by buying their product. In other words, buying this product will seemingly boost men’s confidence by allowing them to ‘play’ “Old Spice Man”.

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Though the product promises something desirable, the ideal man, one cannot become perfect by using a body wash. There is no steroids or growth hormones present in the body wash to enhance your physical appearance, only your smell. Despite this logical fallacy the commercial still won a Primetime Emmy Award for Outstanding Commercial, demonstrating the success of this ad. Old Spice’s goal is to tap into the subconscious mind of its viewers and implant the necessity for their product, while superseding any logical reasoning. As mentioned before, while single men are dating they can be prone to question themselves and lack confidence. Men who need a confidence boost will grab this product off the shelves despite the lack of correlation. The narrators’ uses pathos to appeal to the behind the scene audience’s insecurities and feeds them a visual of what the ideal man is. Though this idealized macho man is not the result, the viewer’s subconscious overlooks this fallacy in the hopes to become this pompous male.

In all, selling the persona of an idealized man obtains a wider viewing audience and is bound to increase sales. The sex appeal present is just enough to drive the point without turning away potential viewers. Additionally the commercial’s quick scene changes and repetition of the products intent, keeps the audiences’ attention. Old Spice is able to enforce the association of the ideal man with the “Old Spice Man”. They make you want to become him. Even though that is not possible, at least you can smell like him. With the attractive “Old Spice Man” and comical suggestions, Old Spice’s ad campaign is effective and successful.

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"Old Spice | Questions." YouTube. Old Spice, 29 June 2010. Web. 20 Oct. 2014. .

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