Rhetorical Essay: Old Spice

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Ashley John
Heather Dorn
Writing 111
February 20, 2011
Old Spice: The Man You Could Smell Like
“ Look at your man, now back to me” is said at the opening of the commercial, as it sets a comical tone for the advertisement and draws the viewers’ interest. The relatively new company, Old Spice, founded in 1990 uses their new commercial series to promote their American brand of male grooming products. Old Spice in the past has focused on targeting middle aged to elderly men in their advertisement campaigns. This new series of advertisements is trying to reach to a new target audience of twenty to forty year old males. This advertisement is attempting to create a memorable impression to the viewer through appealing to pathos, logos and ethos. It attempts to gain customers through the characterization of the attractive male presented in the advertisement.

The Old Spice commercials have gained an inside on the market by presenting their commercials’ around the image of perfection. Through the use of Old Spice, a man may feel as if anything is attainable. The idea of obtaining Old Spice is also shown as being easy and men may be immediately attracted to the benefits such as taking ladies out and feeling refreshed.

This commercial relays its’ message through the incorporation of humor, rather then stating in a matter of fact method. It cleverly points out several benefits of using the product by the characterization of the good-looking male and ideal settings in the background. The main goal of the commercial comes to be that using Old Spice allows men to obtain what is presented as the unattainable such as “tickets to that thing you love” and diamonds for women. The commercial targets men in the age group between twenty and thirty. It does not specifically target a rich clientele, but makes Old Spice seen as a product that is available for all males. Through the use of the male, the commercial expects the viewers to trust the man’s judgment through...
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