Throughout the course of recent history, advertising has become an essential piece of business productivity and success. The goal of a business’ advertisement is to distinguish their product from the rest of the pack, but how can they do this with a multitude of other companies producing similar products? Advertisements today employ a variety of elements to lure in as much of the population as possible. The people responsible for creating these complex arrangements wield psychologically appealing colors and carefully chosen rhetoric devices to convey the message that their product is better than the rest. Old Spice, an immense producer of male hygiene products, is well known for many popular commercials and advertisements. In this advertisement, …show more content…
Old Spice incorporates a well-built man with fine clothing to attract men of all ages and their female counterparts to purchase their body wash. Old Spice is a popular male hygiene product company, but they are not only focused on targeting men in this advertisement. The audience this ad is targeting is men and women. Many men want similar qualities to that of the star this advertisement, Isaiah Mustafa. Although the features are interesting to men as in they desire to emulate him, women are also attracted to his qualities and want their man or son to emulate him. At first glance, this advertisement may come across as very complex, but the persuasive techniques lie within its simple elements. The color red is often associated with many things, such as, power, leadership, and strength. These attributes run parallel along the popular ideals of being a man and the qualities women desire in a man. This advertisement features prominent text, “Smell like a man, man.” in a deep blood red along a lighter background to help pair these desired standards with those who purchase this product. It is not by coincidence that the only red appearing on this graphic are the product and the text. The text and the product are the only warm colors displayed in this tropical setting to amplify the contrast in an effort to easily present the popular characteristics of being a man. The red is easily noticed in this advertisement, but is not the only important color playing a role. The purpose of this advertisement is to persuade the viewer to somehow go about obtaining Old Spice body wash, which in turn is used for hygiene. While red is very obvious within this picture, the color white is important to this advertisement also. White symbolizes cleanliness and prosperity. If something is perfectly white, it must not be tarnished or dirty. The man is wearing white pants that, in our society, are often not worn unless on vacation or of high social class. This feature is attempting to pair cleanliness and prosperity to those who utilize this body wash. Much like the color red, white appeals to the female population as much as the male population. Women aspire for their husband, boyfriend, or son to appear as prosperous and clean, so this may lead to a man’s female counterpart to purchase this for their man. The color white brings a subtle, but appetizing element to this advertisement. White is a simple color, but it still adds an effective element to the scene. Colors may go unnoticed, however, the man’s physical appearance will not.
Everyone desires that perfectly well sculpted body that inspires envy in all those that they meet. Well-structured muscles come with confidence and power, a couple things no one will turn down. The man in this advertisement has placed obvious work into his physical fitness and has immediately gained the attention of the viewer carrying the element of sex appeal. Old Spice uses Isaiah Mustafa to construct a mental link between their body wash and chiseled abs and solid arms. Much like any other gimmick out there, consumers will do anything for these features. This body wash advertisement convinces the audience that one who uses this product would be someone built like him. Women want a man like him and men want to be like him. There is no chance that Old Spice would have chosen an out of shape or unattractive person for this, so they went with Isaiah Mustafa to pair his attributes with their body …show more content…
wash. Not only is the man structurally sound, but he is also position in a way that invites sexual appeal and power.
Atop a horse, much like a knight in shining armor searching for a princess, the man rests one hand on his hip with a strong facial expression. The man could be asking a question such as, “May I buy you a drink?” or “What are you doing this evening?” but instead he is applying that same sexual tension into a hygiene product advertisement and offering a bottle of body wash as he states, “Smell like a man, man.” This can especially draw in women, as it is a method of stimulating interest within them use by much of the male population. Men want to be able to achieve that same look of confidence and pride extended in a women’s direction, so they may purchase this product in hopes that it will help boost their confidence to that of the level of Isaiah Mustafa. In this effort, they attempt to empower those who chose this body
wash. In an era with heavy scrutiny on the choice of race involved in advertisements, Old Spice decided to go with an African-American to star in this ad. Although this may seem normal to incorporate a black man, it may be because of stereotypes surrounding them. It is no secret that black men and women are commonly known for their athletic ability and often, we as a society assume blacks to be faster and stronger in any scenario. Many professional sports teams are solely comprised of African-Americans. Knowing this, Old Spice could have chosen a black man due to the fact that many are aware that they dominate rosters in most sports. The consumer may view this advertisement and take that into account and pair this body wash with the athletic ability or prowess of that of a Michael Jordan or Muhammad Ali. This may not be in the intent of Old Spice, however, it is certainly recognized by the audience and raises interest. Not only can the physically fit background of Isaiah Mustafa appear in this advertisement, but also the power and strength of the horse. Horses are known to be one of the strongest, fastest, and smartest animals and the only common species big enough in our culture to support a human being. The horse brings another element of power and majesty to take into consideration when in view of this ad as Old Spice combines the power and strength of a horse and their body wash. Along with deeper meanings behind the animal, people who admire horses or animals in general will be drawn into this advertisement. The horse may seem as a simple addition to this situation, but it carries much more with it. Each individual element plays a certain role, while the background ties everything together. In this advertisement, the man is featured on a horse on the beach along with a palm tree tucked in the background and slow waves rolling into soft white sand. Old Spice would certainly not chose a downtown area or a snow topped mountain. Instead, it is a peaceful setting and many consumers can recall their own thoughts of a beach, such as a sweet smell or calming atmosphere. The beach setting also inspires feelings of warmth with the sunshine falling upon the subject as most enjoy warm and relaxed bathing experiences. Many viewers may remember an instance when they were in the presence of a beating sun that brought them warmth and happiness such as on a vacation. Old Spice brings tranquility and serenity along with heat to the mind of the consumer as this can play a role in their choice of acquiring Old Spice body wash. Although only seven words of text, this advertisement communicates many things that the consumer may associate with this product. Although it is a male body wash, Old Spice appeals to girls in this advertisement, as there are many things that they can relate to.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
Though Old Spice targets and appeals to females, they do sell men’s hygiene products, thus, also attracting males and running an ad campaign that males can enjoy. The constant lack of shirts is just enough sexual appeal to catch the audiences’ attention, without driving them away. The caricature of the perfect man, easily enacting a variety of roles, is entertaining for females and males. Additionally, the commercial uses quick transitions and repetition to keep the audiences’ attention and to reinforce the association of Old Spice with the ideal man. Old Spice sells their image as representing the perfect man, and hey if you can’t be him, well you can at least smell like him.
All these stages are simple, but extremely effective. Any advertisement that you hear on the radio or see on the TV is using classical conditioning to make you change your behavior and go and buy their product. Cola, pizzas, cars, and even toilet paper commercials are no exception. Advertisements are made with this psychological principal, using objects or certain types of people to generate an emotion to dig deep into your mind and your pocket book. Today we will take a walk through the history of advertising and look at how commercials for beauty products have evolved with the
Advertisements have been utilized for many years to sell products. The very popular company Old Spice, who is one of the top men’s hygienic production companies, is well known for their series of humorous advertising campaigns that uses references to the ideals of what a stereotypical masculine man is supposed to be characterized as. The Old Spice commercial, “The Man Your Man Could Smell Like” that first appeared during the Superbowl in 2010, illustrates that the company successfully utilizes the influence of humor, gender stereotypes, and ethos and pathos to connect emotionally with the audience and persuades men to start using Old Spice Red Zone body wash so that insecure men can become more of a masculine man that females will desire.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
The Garnier Fructis advertisement, found in “Seventeen” magazine, promotes their new line of “Grow Strong” shampoo, conditioner, and treatments. The Ad features a young, attractive couple that seem to be happy. The first aspect of the ad that is noticed is the man, as he is the center of the page. The first thoughts that come to mind are that he is happy, attractive, and his girlfriend is caressing his head with her fingers through his hair. Next, you notice the woman who is beside him, the one caressing the man’s head. It is quite noticeable that her hair is long, shiny, and wavy. Also, the people in the ad are wearing fancy attire as if they are going to a formal event, which shows they are well-liked in society and are powerful. The product
In the past, while consumers were contented with soft soap and olive soap for personal care and household work, thanks to the marketers and advertisements, today we are believed to be ineffective and we are obsessed with hygiene. Over the course of time, consumption of these items has become a common culture, an understanding and an obsession as well. We have started to purchase these products only because of their tempting packaging designs, regardless of their harmful effects on our health and environment. Moreover, in order to achieve their primary purpose, advertisers and companies have trained consumers and especially the women, to search for the key words such as “new”, “improved”, “enriched” and “advanced” that deliver equivocal messages. We, women are being convinced by the implicit messages given by the advertisements that we are not beautiful and clean enough, in other words, advertisements promote lack of self-confidence by using weasel words and persistently prompt us to buy items that threaten our health and environment.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.