In 2010, Old Spice launched a series of humorous commercials featuring Isaiah Mustafa as “The Man Your Man Could Smell Like.” They are incredibly effectual 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,
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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 and implying that any man who uses it will be just as attractive. Today’s society fosters a set of unattainable standards in each of its members who feel the heavy demand to be aesthetically pleasing for the opposite gender. Single, particularly adolescent, men are prone to feeling insecure about themselves in this area. The man portrayed in the commercial is presumptuous; he personifies a teenager’s perception of what the ideal man is. Old Spice deliberately appeals to its audience’s insecurities and self-doubts. No matter how unrealistic the narrator’s circumstances are, the viewers are convinced that the soap will bring them closer to that end goal. These methods are obvious and purposeful, and his pompous nature helps the company’s claim that the body wash is an essential in any man’s …show more content…
His dramatic delivery methods and use of hyperbole make him significantly more charismatic, which better captivates the audience’s attention. It is a demonstration of compelling attractiveness and charm and inspires devotion towards him in the viewers. Humor is a definite resource utilized throughout the ad. Effective humor draws potential customers to the message, captures their attention, and makes it more memorable. It keeps the attention of prospect they want: to sell this new soap they have created. As seen in 2010, the advertisement was shared both online and off because of its popularity. Furthermore, the narrator’s idealized persona is also strengthened by way of his tone and chosen diction. He sounds fast paced and direct when relaying his message; the acquisition of Old Spice is imperative in order to achieve any standard. Without it, not only will men smell bad, but they will not be the recipients of the coinciding benefits. The convincing display of surety and the incredible amount of confidence he has put in the product to deliver the promised end results is a supplementary persuasion
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 and implying that any man who uses it will be just as attractive. Today’s society fosters a set of unattainable standards in each of its members who feel the heavy demand to be aesthetically pleasing for the opposite gender. Single, particularly adolescent, men are prone to feeling insecure about themselves in this area. The man portrayed in the commercial is presumptuous; he personifies a teenager’s perception of what the ideal man is. Old Spice deliberately appeals to its audience’s insecurities and self-doubts. No matter how unrealistic the narrator’s circumstances are, the viewers are convinced that the soap will bring them closer to that end goal. These methods are obvious and purposeful, and his pompous nature helps the company’s claim that the body wash is an essential in any man’s …show more content…
His dramatic delivery methods and use of hyperbole make him significantly more charismatic, which better captivates the audience’s attention. It is a demonstration of compelling attractiveness and charm and inspires devotion towards him in the viewers. Humor is a definite resource utilized throughout the ad. Effective humor draws potential customers to the message, captures their attention, and makes it more memorable. It keeps the attention of prospect they want: to sell this new soap they have created. As seen in 2010, the advertisement was shared both online and off because of its popularity. Furthermore, the narrator’s idealized persona is also strengthened by way of his tone and chosen diction. He sounds fast paced and direct when relaying his message; the acquisition of Old Spice is imperative in order to achieve any standard. Without it, not only will men smell bad, but they will not be the recipients of the coinciding benefits. The convincing display of surety and the incredible amount of confidence he has put in the product to deliver the promised end results is a supplementary persuasion