Advertising Influences Our Everyday Lives

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.

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

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 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

Advertisement The advertisement that I am using to present the fallacies present in it is an Old Spice advertisement. It is well known that Old Spice uses many fallacies in their advertisements instead of promoting their products with statistics. Instead the commercials appeal by abstract visuals that are more eye catching than anything else. The advertisement specifically that I will be breaking down is The Man Your Man Could Smell Like, acted by Isaiah Mustafa, which is important because Mustafa represents the Old Spice idea that “Old Spice boosts your confidence, so you become a manly man that women”, while another actor Terry Crews represents the “Old Spice is for manly men that want POWER.”

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

The Old Spice body wash commercial, “The Man Your Man Could Smell Like,” starring Isiah Mustafa, a previous NFL player, begins in a bathroom. He commands women to look between their man and him. Isiah addresses the fact that their man isn’t him, but that he could be more like him if they stopped using ‘lady scented body wash.’. The setting changes from the bathroom to a boat out at sea. He shows the audience all the things he could give them, such as tickets to an exciting event the audience is supposed to love, and diamonds. Isiah tells the audience that anything is possible if their man uses Old Spice products. The commercial closes out with the actor on a white horse. This ad effectively uses pathos and ethos with the assistance of sexism and comedy, and logos through symbolism: try to impress women, make other men jealous, and overall relate to the

Old Spice is a key example of how advertisement and marketing companies can excel and make a lot of money by understanding how societal norms and beliefs influence what people buy. Old Spice’s “Smell like a Man” campaign appealed primarily to young men, but also to men of all ages because they have created the understanding that this product will work regardless of who one is. Nearly all of the ads in the campaign addressed a female audience and each ad essentially compared the male actor in the commercial to their man, an association which emphasized luxury, fitness, and the perfect man. This is what is known as branding and it is exactly how companies such as Old

On the notion of Masculinity in The Man Your Man Could Smell Like Old Spice’s 2010 Commercial The Man Your Man Could Smell Like paints a truly unique image of masculinity. On the one hand, the ad’s uninterrupted shot and the actor’s nonchalant demeanor and wit leave us in awe. On the other hand, though, it also begs its viewers to sit back and reflect: “Wait…what did I just see?” The ad markets Old Spice deodorants to female as well as male audiences by directly associating them with the idea of hyper masculinity, insinuating that men who use Old Spice deodorants possess the capability to accomplish virtually anything.

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.

Do you ever have to question if you're man enough for society? Do you ever see advertisements that make you take another look at yourself? These are the questions that large advertising companies like the fragrance brand Old Spice try to target in order to get you, the consumer, to buy their product. Old Spice as a whole attempts to advertise their product in such a way that they try and get their customers to question themselves as a person to get them to buy their product. Old Spice has gotten their reputation as being the thing for “men”.

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.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

Some ads also use similes, metaphors, personification, and onomatopoeia. The new ads show how men should use Old Spice by making crazy commercials while showing strong famous men. They also try to get women to buy Old Spice for their man by showing a hot man using the product and what their man could be like if he used Old Spice. Both these techniques like showing men doing crazy things like some men do and target the emotion in ladies to try and get their men more like the guy in the commercial have shown to increase sales. The most famous old Spice ad was the, “The Man Your Man Could Smell Like” and this ad showcased the stunning Isaiah Mustafa or commonly known as the Old Spice Man. In the commercial he is shown on a boat with diamonds or on a horse on an island. The actor states that if her man wore Old Spice he would be just like him, which was a form of logos. The pathos used against men is that men do crazy things and wearing Old Spice is for men who do crazy things. The pathos against women is that women want a civilized hot romantic man and the ads show that if they buy Old Spice for their man, he will be just that. The ethos was the company using hot and famous models to portray what their products does.

While there has been a recent surge in body positive advertisements aimed toward females and countless movements boycotting sexist ads, there are rarely any articles discussing sexism in media for men (Zawisza & Cinnirella, 2010). Yet men experience body shaming and stereotypes similar to women. A common misconception of males is that they are expected to be tough, and this stereotype could explain why little attention is brought towards men’s feelings of how they are portrayed in the media. The Old Spice advertising campaign “Smell Like A Man, Man” starred actor Isaiah Mustafa and was hugely successful, yet it used men’s insecurities to ploy men into using Old Spice products. Before examining the stereotypes of men, it is important to understand what masculinity is. Alexander (2003) defines masculinity as “a fear that stems from being seen as sissy, feminine, or anything less than a man” (p. 538). The Old Spice advertisements purposely stay away from any feminine connotations so that the ads are perceived as masculine. Old Spice claims that smelling masculine results in being masculine and that marketing ploy persuades men into buying Old Spice in order to be perceived as masculine.