Old Spice Rhetoric

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The company Old Spice uses various elements of visual rhetoric to convince the consumer to purchase their product. In this case, the commercial is selling mens body wash. In almost every Old Spice commercial they use a handsome man to say to the consumer, in a passive-aggressive manner, that if he uses their product that he will achieve the unobtainable look that Old Spice portrays. Within this commercial, Old Spice prey on men’s insecurities about being attractive to the opposite sex. Making the men feeling vulnerable to their emotions, saying to them that they need to look like the man in the commercial and they can achieve that by using Old Spice.
First, the actor of this commercial is speaking directly to women by asking to compare their …show more content…

However, in this case, the logic supporting his argument is suddenly replaced with emotion. Rather than attempt to convince the audience of how Old Spice logically makes men smell like a “real man,” he continues to appeal to the ethos and pathos of the audience. Also appealing to the pathos of the audience, by attracting their humor through the ridiculousness of one magically appearing on a boat. the commercial changes the settings to a lavish boat, so this commercial is becoming more creditable since he is now a handsome man with money. He has a perfect physic that is conveniently always on display. He spends time in luxurious shots, so he continues to be the man that women desire. It continues its creditability to the women he is addressing, by showing that he can treat them better than their man in their life ever could. In the short clip he displays tickets to the thing that the directed women love then the tickets transform into diamonds. Symbolically emerging from those diamonds is a bottle of Old Spice body wash. The Old Spice man further continues to build his ethos by revealing to women how true men should treat them. He also continues to strengthen his pathos in this portion of the commercial by encouraging the women to fall even more in love with his chivalry, while appealing to his audience humour through how over-the top and

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