Old Spice Rhetorical Analysis
Old Spice is very blatant in the way they attract their customers. An obvious example is The Man Your Man Could Smell Like commercial. In this advertisement Old Spice envisions their audience to be anyone who is in a relationship or trying to be in relationship. The more obvious targeted audience is the female audience. To attract the female audience they put an attractive man in the commercials and try to make it seem that if their “man” uses old spice body washes their “man” will be like him. Then they also use things such as a yacht to make it seem that if their body wash is used then they will have a rich husband/ significant other. Then the man also has many things that a woman would desire such as tickets to the show that they want to see, or diamonds. Then finally to top it off they put a beautiful horse in the commercial. All in all they are trying to make woman believe that if their “man” uses Old Spice Body wash their man will fulfill all of their wildest dreams. This is all the idea of transfer. As Hirschberg says the idea of transfer is, “The kinds of association’s audiences are encouraged to perceive a broad range of positive emotional appeals that encourage the audience to find self-esteem through the purchase of a product that by-itself offers a way to meet personal and social needs.” All that this is saying is that advertisers want you to feel that if you don’t buy the product you won’t be successful in meeting your social and personal goals. But the commercial also tries to target the male audience in sort of the same way they attract the female audience. Old Spice believes all men want to have a sculpted body and attract women. This commercial makes the average man think that if they use this Body Wash it will make them attract more women. The male audience believes that every woman’s dream is to marry a rich man and have all the things they could desire. Some desired things are diamonds and a yacht. And of course the tickets to the show that your girlfriend really wants to see, but you really don’t want to see. This makes the man have a jealous attitude towards the man in the commercial. And the only way to become the man in the commercial is to use the Body Wash then they will get all the ladies. This is also the idea of transfer. So without using the Old Spice body wash women aren’t going to be attracted to you. Unlike most companies, Old Spice uses sex appeal not to attract men but women. They use an actor that is attractive and muscular. Old Spice expects the woman’s significant other to be the average man. The average man isn’t in good shape or is too busy for them. The Old Spice Company wants the woman to compare their man to him and hopefully they will be disappointed. And then hopefully the consumer will try to make their man like the man in the commercial. And the audience will believe the only way to do so is to buy the body wash. Old Spice uses common traditions to back up their product. The traditions are that women are only attracted to fit men, rich men, or men that care about what they want. This makes a man want to be able to be fit, rich, or caring. And it makes it seem like it’s as easy as buying and using Old Spice body wash. Some of the male audiences needs are obviously to smell good and attract women. And the need that the add targets for women is to have the perfect man. Old Spice uses Ethos quite often in this commercial. Ethos is an authority that you trust on the subject. One of the ways that Old Spice uses Ethos in this ad is because Old Spice is a very common name in the male fragrance industry. So why wouldn’t you trust such a prominent company. If they say it, it must be true. Then they also use a man in the commercial that would seem to be the guy that gets any woman he wants. So any man would take advice from him and use the body wash. Old Spice also uses the idea of needs. Needs is when the advertiser makes it seem like the only way...
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* Lutz, William. "With These Words, I Can Sell You Anything." Trans. Array Language Matters. UCCS Rhetoric and Writing Program. 3rd Edition. Southlake: Fountainhead Press, 2010. 309-322.
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* Wikipedia contributors. "The Man Your Man Could Smell Like." Wikipedia, The Free Encyclopedia. 8 Mar 2013.
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