When a company produces a commercial, their main objective is to get their product or whatever they are showcasing to sell. Many methods are used to lure the audience being targeting to purchase a product. According to a study done at the Obafemi Awolowo University in Nigeria, advertising is, “a promotional strategy designed to encourage purchase, and ideally re-purchase, through brand loyalty”, (suite101.com). Old Spice, a major company for men’s hygienic products, has created a line of men’s body wash that has a very appealing and humorous advertising campaign. These ads are designed not only to get their product noticed in the marketplace, but to eclipse other lines of men’s body wash. The Old Spice commercials imply that by using their product, a man will be or become moresimilartotheOldSpiceman,orinotherwords,theultimateman. TheOldSpice advertisements capture men by reaching out to the needs of women, giving the ideal image of what a man should be and how he should smell, and by creating a sexual theme that attracts attention.
In our society, an extremely smart and effective way of selling a product designed for men is to appeal to women. According to the website She-conomy, women account for 85% of all consumer purchases – especially purchases made because of a certain brand.
(Holland) Women have many opinions on commercials that deal with men’s products, and if they like the commercials, they will be more apt to either buy the product themselves or influence the men they know to buy it. In Old Spice’s current ad campaign, there are a series of commercial using different actors and sports stars that are very fit and good looking to highlight their body wash. Two specific spots use ex-NFL wide receiver Isaiah Mustafa, and both ads promote elements of masculinity, sex appeal, and humor. In one ad, Mustafa is coming out of a shower clad only in a towel, saying in a deep voice, “Hello, ladies”,
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