Old Spice

When a company produces an advertisement, the main objective is to get a product to sell. Several different methods are used to attract the attention of the audience being targeted for the product. According to studies done at the Obafemi Awolowo University in Nigeria, advertising is, “a promotional strategy designed to encourage purchase, and ideally become an advocate of the brand, through brand loyalty” (suite101.com). Old Spice, a leading company for men’s hygienic products, has created a line of men’s body wash that has a very sexually appealing and humorous advertising campaign. These advertisements are designed not only to get a product noticed by consumers, but to hide other brands of men’s body wash.

Many Old Spice commercials insinuate that by using their product, a man will become similar to the Old Spice man, or in other words, the ultimate man. The Old Spice advertisements capture the attention of men by reaching out to the needs of women, giving men the ideal image of what a man should be, how a man should smell, and by creating a sexual theme that attracts the attention of women.

In today’s society, a tremendously smart and effective way of selling a product designed for men is to appeal to women. According to the website She-conomy, women account for

85% of all consumer purchases – especially purchases made because of a certain brand (Holland). Women have many thoughts and opinions on commercials that deal with men’s products. If women enjoy the commercials, they will be more willing to either buy the product themselves or influence the men they know to buy it. Another technique advertisements companies use is to appeal to woman through humor. The website marketing to Women Online states, “Humor in adverti...

... middle of paper ...

... the sexual content is too strong. Advertisers know that, “The last thing any company should do is insult the intelligence of their target base. As far as a marketing strategy would go, it is career suicide. How can you insult your audience?” (Nutt 1). The reason why the Old Spice advertisements maintain their success with both men and women is that the sexual content is not overdone. It is mixed with the right amount of humor and does not offend the intended audience.

Old Spice, by appealing to women, making men want to look and smell like an Old Spice Man man, and by using old-fashion sex appeal, has created a successful advertising campaign. The promise in the Old Spice advertisements for women is that good looking, masculine, yet romantic men exist. For men, the promise is that he can become a superman and attract women by washing with their brand of body wash.