“Anything is possible when your man smells like Old Spice and not like a lady”. This is the slogan Old Spice strives to convey to their target audience. In today’s society, companies have become smarter with their advertisements. The marketing world has figured out how to make use of a multitude of rhetorical strategies and skills that effectively persuade their audience to purchase the product being advertised. Old Spice, a men’s beauty product, is notorious for producing commercial advertisements that are comedic in nature and that appeal to the emotions and desires of their audience.
For example, they have big elegant houses, cars, and dress very put together. Gatsby thinks he is doing this, but many things stick out to Nick, showing him that it’s all fake. The shirts Gatsby wears are bright and colorful with his initials on the pockets. Real rich men in the twenties didn’t wear such vibrant shirts. Also, his car was described as a clown car with a banana yellow outside, and a weird shape.
Starting with what Old Spice wants you to think is the non-manly man, we see an overweight man. They use a larger man to make you feel that you can’t be manly and be overweight at the same time, targeting unhealthy or even men who don’t feel good about themselves so they will use their product and become what is the ideal man. Now Old Spice even gives you a visual look at what they consider to be the ideal man or the manly-man that they claim their product will make you smell like. We see a muscular and tan man, he has scruff on his face and a mullet showing more of what people category as manly. So with these two total opposite people their targeting audience of men who aren’t comfortable with themselves and maybe look like the overweight man and want to be what society thinks is the manly-man.
In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.
The Old Spice commercial, “The Man Your Man Could Smell Like” has some flaws to it. The commercial has Isaiah Mustafa, a handsome actor who first is in the bathroom with the Old Spice body wash. In the commercial, he is telling the audience that men could smell manly if he started using the product. Then the commercial goes on to having him on a boat, him holding an oyster with your favorite tickets, then the tickets turning into diamonds. Then the commercial ends with him on a horse.
Ad design is used to persuade the audience since the overall design is using a bright and vivid color scheme to drawn a person into looking at the advertisement whether the person was flipping through or reading an article nearby. The ad design also uses psychology, as bright colors commonly causes individuals to become energetic and optimistic which the advertisement is fully taking advantage of by using its color scheme and trying to get the audience to try the popchips because an optimistic individual would be more likely to try out the popchips. The ad along with ad design uses word choice to draw individuals into buying their product. One example of the word choice is “undelicious” which follows “never baked”. The word isn’t a proper English word, but it has an impact on its audience because the words unappetizing, distasteful and unsavory doesn’t have a large as an impact as the word “undelicious” and using this world will give a better understanding for more of the younger teenagers who are just starting to become conscious of physical appearance.
The yacht scene not only symbolizes the brands trademark logo but also suggests that the man possesses an heir of elegance or wealth. This is one of several gender biases addressed by the commercial. The ad is able to find some of its humour in the way that these gender stereotypes are blatantly shown. This technique is effective because it targets not only men, the primary users of the product, but also the women whom typically the ones are buying the
In advertisement and marketing, you are supposed to make people think “Wow, that is interesting” or compose publicity that is appealing to the eye, in order for the product to sell. If you have great displays, then the more buyers you get. What people who work on advertising companies are trying to do is to captivate you, draw you into their publicity, even fascinate you. Every so often, this posters they use for publicity are offending to a certain social group. They are offending different races, certain social classes, men, and most commonly and what has been happening the most, woman.
1. Introduction Celebrity endorsement is now a day's a very useful practice of advertising among various tools to market the product or services as well, for marketers it has been a winning formula. It is easy to select the best celebrity in advertisement but it is quite difficult to create the association between the product and celebrity The capability of two advertising tools celebrity endorsement and event sponsorship have an impact on consumer pre-purchase decision including perceptions with regard to product quality and uniqueness is the focus of this study.. Marketers are interested to make more customers who are potential and are influenced by celebrities. Day by day consumers are exposing to so many of voices and images through media including audio visual aids.
Up to now we have fully understood the concept of celebrity endorsement, the criteria that are required by celebrities to influence the attitudes and behaviors of consumers in a favorable wat to persuade their final purchase intentions. In this section, we will have a look the different advantages and disadvantages that it may have for a company. Advantages One of the major advantages of using celebrity in advertising is that, it persuades the purchase intention of consumers. Many consumers bear in mind the fact that if their idol is using this product, it is imperative for them to buy this specific product so that they have a resemblance (Barnes 2011). In television show of sex in the city, there is the actress Sarah Jessica, since many women
In Tag Heuer’s “Don’t Crack Under Pressure” campaign Tag Heuer uses famous athletes and celebrities with the goal of establishing that successful and powerful people wear Tag Heuer watches. Tag Heuer use this technique to effectively establish a sense of both power and masculinity emanating from those who purchase the watches made by Tag Heuer. Campaigns like Tag Heuer’s here target themselves towards a demographic comprised primarily of middle aged men using images of masculinity to make the target demographic feel as if they are renewing their own masculinity by purchasing the product, in this case the Tag Heuer watch. As previously alluded to the campaign put forth by Tag Heuer attempts to grab the attention of middle aged men in the upper class. The company may seem to be selling a high end watch to these customers when in actuality Tag Heuer is selling the idea of masculinity to men at a period when they begin to question their own masculinity.
We all see ads, whether they are on tv, in the newspaper, or on our phones. Many of these ads show famous celebrities using products to make viewers think that the product is better just because they use it. But are these marketing tactics going to far? How do we know that the products we are buying are exactly what the companies say they are? And how can we stop misleading advertisements from spreading lies?