Old Spice Man - Advertisements

SMELL LIKE A MAN, MAN

        Today’s society is plagued by an insatiable crave for a flawless body and personality. From watching commercials on television to reading ads in magazines, we are constantly bombarded by advertisements to make us look more appealing. It is become a daily part of our lives where we are consistently fed false ideals and essential products to obtain this epitome of perfection. Commercials specifically are limited because they must avoid driving away potential audiences by showing too explicit or offensive material. Old Spice’s 30-second commercial “Questions” demonstrates the perfect combination of sexuality and humor to engage and amuse a wide audience. Their successful tactics of glorifying the idealized man make their subliminal message clear: transform into a flawless man by using Old Spice Red Zone After Hours Body Wash.

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        Old Spice’s spokesman, Isaiah Mustafa, depicts the stereotype of a flawless man for ladies with his shirtless, buff, and attractive body. Known as “Old Spice Man”, Isaiah transitions between different scenes throughout the commercial portraying his flawless image. While asking the audience a series of rhetorical questions he gives affirmative responses. Isaiah epitomizes what a perfect man should be by comically embodying different stereotypes through the different scenes.

We are first introduced to “Old Spice Man” on a beach, where he stands in a towel at a shower station, holding a bottle of Old Spice, making it clear what he is selling. He begins addressing women as the sole audience by asking how their doing with the perfect smile, becoming the charismatic male every lady would desire. Although their man cannot look like him, he implies they can smell like him using Old Spice body wash, apparently the next best thing. Afterwards, the screen splits to reveal him changed from a towel to khaki shorts walking on a log in the great outdoors, giving him the persona as an adventurous man. Next, Isaiah proceeds into the dream kitchen built “for you” (referring to the female audience) holding a gourmet cake baked “for you.”  As a result, Isaiah now embodies the man who can also be handy and cook. He exits outside and swan dives into a hot tub, which collapses to reveal him sitting on a motorcycle wearing jeans illustrating his transition into a male model. The humorous closing tag line, “Smell Like A Man, Man.” the only visual words of the commercial, drive home the message that using Old Spice turns you into the ideal man for any woman.

“Old Spice Man’s” gorgeous body and amusing diction establish him as a credible source to help transform you/your man into the perfect man. Everything about him is above standard suggesting anyone who uses Old Spice will become better than the rest. His height, 6' 4", is above average; additionally, he has well-trimmed muscles. These attractive features give the audience a ‘visual’ of the reliability of the body wash. Further his humorous tone and constant rambling keeps the audience’s attention and makes his product seem more vital. Moreover the quick paced transition of the scenes adds to the humor and keeps all ages glued to their screens. Even myself at a younger age, when I did not care about attractiveness, loved this commercial. Viewers like to be entertained when watching commercials, not bombarded with facts. A humorous commercial opens peoples mind up to be influenced by the spokes person. Lastly, while speaking he never breaks eye contact, again showing his confidence in himself and the product.

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Old Spice’s advertising strategy is effectively able to win over their audience, women, by appealing to their desires. Old Spice, a product intended for men, actually addresses women as the audience. To increase their sales, they sway ladies to purchase this product for their man or convince him to buy it for himself. Women like attractive men, but they also like men who are adventurous, handy, charismatic, and intriguing. In just 30 seconds, “Old Spice Man” is able to exemplify all these traits. Though the scenes vary, the overall theme of a shirtless, charming and enticing man grab the audience’s attention. His strong eye contact also helps to seduce women into buying the product. Additionally, his witty dialogue and exaggeration make him appealing. As previously mentioned, “Old Spice Man” rhetorically ask questions, each time giving appealing responses for ladies. Particularly when he ask “Do you want a man who can bake you a gourmet cake in the dream kitchen that he built for you with his own hands?” and immediately answers decisively, “of course you do.” At that point in the commercial he is building a kitchen and presenting a baked cake at the same time! The dual combination of sexuality and humor make women feel entitled to have this perfect man. Selling this glorified image will sell the product even to the opposite sex.