Old Spice is one of the most popular companies in America that specializes in male grooming products. It was founded by William Lightfoot Schultz in 1934 and began by creating products for women in 1937, closely followed by male cologne in 1938. The company originated in the colonial times and chose the theme accordingly, thus the Colonial Sailing ship became the Old Spice trademark. It wasn’t until the 1990’s when Old Spice changed their colonial sailing ship to the more modern sailing ships and released many forms of deodorant, body wash and body sprays. During this time period Old Spice began advertising their products focusing on how men are continuously attempting to attract women. From 1990 to 2010 Old spice’s advertisements have gradually evolved in the way they entice men that their products will help men become more attractive to women.
Through commercials Old Spice has convinced men that their products will aid in satisfying man’s greatest need, a woman. In 1996 Old Spice released a commercial of a man walking off a sailboat his back facing sun hiding his identity leaving the audience in suspense wondering who it was. At the same time they show a beautiful woman stumbling upon herself in a crowd in confusion looking for someone. Soon later she stops to catch her breathe and finds a man, a tall, well built man with a captains hat who is looking at a painting of a sail boat tossing and turning in the sea. Another man sees this confused woman and approaches her but unfortunately she walks away to the sailor. At this moment a deep dominating voice says, “ Some men would rather live their lives sheltered in the harbor, and some would rather sail into life with the unmistakable scent of Old Spice.” As the couple walks away the other man walks to the painting and finds a bottle of Old Spice cologne and smiles. This commercial shows that the woman chose the sailor because he was wearing Old Spice cologne and...
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