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
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men to the Old Spice man. Actually the commercial is directed toward men, which majority fall short. It is directed to insecure men that want to be more attractive to women. The narrator establishes himself as the perfect man. When the narrator starts gaining creditability since he is tall, handsome, and well built. He is re-enforcing Old Spice product since the narrator presents himself as the perfect man. After creating that creditability, he creates the argument that the men in the audience do not look like him. He is portraying himself as self-centered and just about his looks, which he received with Old Spice scented body wash. The commercial begins with the narrator in a drab bathroom. This ordinary bathroom creates imagery and has our eyes drawn in to the muscular Old Spice man. He is an attractive man, so it is already showing credibility for the narrator. Building on mens desire to have a muscular physic, to be more attractive to the opposite sex. Then soon when the narrator brings out the Old Spice body wash the background changes. Which is showing that using the body wash he is transforming in to being a perfect man. Now that the scene quickly transitions from the shower to a lavish boat, the man in the commercial dives into support for his argument.
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
improbable his gifts are. Again, the setting changes when the body wash enters the clip. In the final segment, the old spice man is on a horse evoking imagery of a knight and shining armor or on a cover of a romance novel. This continues to build on that element of pathos and appeal to viewer emotions. For men, Old Spice scented body wash and be someone to be desired. For women, and men that uses the scented body wash are men to be desired. Finally, our eyes are drawn to the red all capitalized text saying, “smell like a man, man” (). Which emphasizes the central theme of the commercial. Again, anything is possible when use Old Spice scented body wash. In conclusion, this advertisement effectively uses the elements of ethos and pathos to convince viewers to purchase Old Spice scented body wash. The comerical does not use the element of logos. In fact, this commercial is almost illogical and ubsurd. However, this absurded contributes to the humor and makes the advertisement more memorable. Which some consider a key criteria for a good commercial.
This is another commercial where we can directly see how the advertisers are overlooking gender stereotypes, by it being ranked number one it proves that when gender stereotypes and gender bias are not incorporated the advertisement becomes effective and
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
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.
In the old spice commercial, the brand is showing that men are just brainless robots and the women are just hyper-sexual individuals. The setting of the commercial is in a nightclub where women are dress in provocative clothes that come off like they are looking for sexual intention from the men. Men are
The commercial starts in an ordinary tile bathroom where stands a confident man with a noticeably toned, strong body with nothing but a towel hanging around his hips. This man asks the women watching to look at their man (their husband or boyfriend), then to look back at him, then back to their man, and then back at him again. With this comparison the Old Spice man is making, he creates ethos or credibility for himself by pointing out that the man sitting next to the women watching is not as good looking as him. The Old Spice man also agrees that the woman’s man isn’t him, but that “he could smell like me.” Pathos also comes into play here as this comparison creates feelings of disgust and abhorrence towards their now unattractive man. As the ad continues the setting changes to a lavish boat where the man has in hand “two tickets to that thing you love,” which suggests he is able to provide any women’s wishes. This leads the audience to feel that if their man smelt like the Old Spice man, he would be able to be as attractive, successful, and charming as him. The women watching want their man to be like this man, leading them to buy the body
Scalding steam bellows swiftly out from the smartly tiled shower; screeching echoes of the shower curtain escapes deafeningly as a moist, attractive African-American man begins to descend with a white, constricted towel across his waist. The man begins to shout at the audience that Old Spice’s products will transform them from a mediocre, poorly dressed man into a magnificently attractive, cool, and powerful fellow. At first glance, Old Spice commercials are innocently selling hygiene products to the average consumer, but the commercials have a subliminal message for the audience — they will become improved once they use Old Spice’s product.
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.
When the man made the stain, he doesn 't even jump to try and clean it, he simply half -witted apologized and then Ms. Ripa jumps to action. Once everyone is in the laundry room, we see the men go towards the back and the women towards the front. The women seem more interested than the men. In the old spice commercial, gender roles show that the man as a masculine and cocky individual. Since he is a “man”, he is strong and tough, but my “man” isn 't because he uses feminine soap. If my man was to use Old Spice, suddenly he would become more caring towards me and be the man of my dreams. In the Tide commercial, people in society would be subconsciously taught “what men do” and “what women do” as a result because it shows that men can make messes and women would readily clean it up. It shows that women would become overly excited for house work while men can relax which imposed ignorant gender roles. In the Old Spice commercial, people in society would be subconsciously taught “what men do” and “what women do” as a result because to be a “man, man” you need to use Old Spice and if you do not, then you 're a weak individual. It teaches women in society, that your man isn 't all that you want him to be because his usage of feminine soap makes him as “weak” as you, because you 're a
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
As of the modern day, advertising is everywhere; it is on our televisions, we hear it on the radio and we see it on cars and trucks. Advertising can take many forms, one of which is propaganda. Propaganda techniques are useful in persuasion and drawing people to a certain cause, but mostly we hear of propaganda being used in times of war. However, the Dove’s Real Beauty campaign is a modern day example of propaganda that uses many known techniques of persuasion. This campaign is very prevalent in today’s society because it targets body image among women; more specifically, the campaign aims to positively change how women view themselves.
Axe advertisements works and appeals to its target audience through rhetorical strategies from pathos, logos, to ethos. Pathos is used in the ad to target the audience through its emotions which is evident to the viewer. It’s the ideals of “boy meets girl” that is instilled in young men, if they use this product you will get the girls. Axe created new Axe Dark Temptation that is as irresistible as chocolate. Women ranked chocolate as more irresistible than shopping, jewelry or even sex. The ad shows women licking chocolate off the guy because chocolate is irresistible to woman thus wearing the fragrance makes you irresistible. The ad tells young men that using the...
advertisers also make students believe that using they products will bring them a fancy life or will give them a perfect body. In the article, “The language of Advertisement, ” Charles A. O’Neil claims that this type of association is “faulty logic.” There is no positive relationship to show that using the products with gives consumers a fancy life or a perfect body. For example, the perfume advertisements from Chanel often use fancy party or romantic date background to mislead the consumers to think that if they using Chanel’s products, they will also have a fantastic life, too. However, living in a fancy life style requires a lot of money, not just a bottle of perfume. Making consumers feel imperfect and unsatisfied is one of the goals they