Old Spice Case Study

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1) What product does this ad attempt to market, and where is the ad from? Describe or attach –
This print ad is marketing a company called Old Spice to sell the Old Spice body wash and body spray. This print ad was found on a website called Advertolog which archives print ads and commercials of different companies.
2.To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you tell? Was this a good strategy for this product/audience?
This ad appeals to component of affective attitude. In the middle of the ad, a physically fit African- American male model was placed to create emphasis and to catch the viewer’s eyes. Old Spice is company that is known to make strong woody, masculine scents. The concept of using the male model was done to persuade consumer to buy the company’s body wash and body spray to smell like the masculine man in print ad. This is effective strategy for the audience. The purpose of a paper based advertisement are to inform consumers the other means beside electronically. It is also done to bring awareness and create popularity of a brand. Visual aesthetics are usually one of the best ways to catch eye; while, the message seals the deal.
3) What route of persuasion do the advertisers seem to use (e.g.,
…show more content…
Using the male model in print ad, the viewer does create a reaction or attitude in view. Self-monitoring is concept of personality by the ability regulate behavior, emotions and presentation. The concept encompasses the idea society’s thought of smell on males. If male smells like flowers and sweet scents, he is not masculine, but the male is masculine if he smells strong and musky. Subsequently, if male consumer would purchase the Old Spice products, he will become happy. He will smell more of a socially accepted male. The male consumer will also began feels confidence to think he is now as attractive the male model in the

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