Essay on Old Spice Launched : The Man Your Man Could Smell Like

1000 Words 4 Pages
In 2010, Old Spice launched a series of humorous commercials featuring Isaiah Mustafa as “The Man Your Man Could Smell Like.” They are incredibly successful commercials, albeit strange. Portrayed in them are grandiose and lavish lifestyles featuring costly belongings ranging from gondolas to horses to yachts. The commercials were an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and offline. In its commercial, Old Spice effectively convinces its viewers of the urgency surrounding their new product by appealing to their own underlying desires, affecting their decision making without being cognitively recognized. The narrator achieves this by specifying the foundations of attractiveness, using exemplification, and employing a confident presence to convince his audience of their need of the product. To begin, Mustafa outlines the basis of attraction to persuade the audience to buy the product. It seems as though the narrator is addressing women initially, capitalizing on their desire to make their man more like him, the idealized “manly man.” In reality, though, the intended listeners are insecure men; the commercial exploits their desire to be more attractive to women. The narrator establishes his image from the very start as he stands in the bathroom, just coming out of the shower. He is the perfect man: tall, well-built, and handsome. This plays into ethos, reinforcing the credibility of the body wash…

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