Old Spice Advertising Analysis

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The persistent drive to capture the attention of Americans through advertizing continues to dominate individual's life both consciously and subconsciously. According to Jay Walker-Smith, the President of the Marketing Firm Yankelovich, Americans can be exposed to nearly 5,000 advertisements each day, compared to about 500 advertisements in 1970 (Johnson, 2006). The ads saturating individuals day to day life can be presented in a variety of forms: plastered billboards, televised commercials, radio broadcasts, print promotions, and social media markets. With the growing quantity of advertising, it is essential that marketers carefully craft their ads to cut through the current clutter that consumes modern day America. Through crafting a revenant …show more content…

“The Man Your Man Could Smell Like” campaign experienced unprecedented success through the use of association, personification, and slogans. The original commercial displays manliness, luxury, and class through cheeky humor and exaggeration through the use of NFL athlete Isaiah Mustafa. Mustafa attracts men who admire his athleticism, believing that their athleticism may improve with the use of the product. According for Forbes Magazine, celebrity endorsement can increase the perceived legitimacy of the product, and increase stock by .25 on average (Olenski, 2016). Women are attracted to the physique of Mustafa, associating the body wash with enhanced attractiveness. The biologically generated feeling of attraction stimulates the production of dopamine, norepinephrine, and serotonin (Wu, 2017). The culmination of these hormones stimulate pleasure and happiness within individuals, which has the potential to remain connected with the product and further promote purchasing. In addition to the use of association, Old Spice also used personification in a humorous and satirical manner. Obviously, the use of Old Spice body wash does not transform one into Isaiah Mustafa, or grant one yachts, or diamond, or tickets, or horses, but this fabrication of the possibilities that manly scented body wash stimulate conversation. Clearly this proved effective because within the first quarter, Old Spice accounted for 75 percent of conversions in their category (O’Neill, 2010b). Lastly, the slogan “The Man Your Man Could Smell Like”, caught on like wildfire which helped the campaign immensely. The introduction of the hashtag through Twitter, Facebook, Instagram, etc., has dramatically increased the connectivity and reliability of phrases and ideas, such as those represented by Old Spice. The use of hashtags allowed Old Spice’s Twitter

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