The advertisement that I have chosen is the Old Spice “Smell Like a Man, Man” Campaign, which was created by ad agency Wieden+Kennedy. I will be using Harold Dwight Lasswell 's communication model " Who says What to Whom over What Channel with What Effect?" to analyze the ad campaign that I have chosen. This model is also known as the one way model of communication and is one of the most influential communication models. The model can be broken down into five aspects which are also known as the five W 's: who, what, whom, what channel, what affect. The 'Who ' in the model represents the source or the marketer. The 'What ' represents the message that the marketer is trying display. The 'Whom ' represents the receiver, consumer and target …show more content…
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would …show more content…
Channel is the method or medium by which communication travels from a source or sender to a receiver. Channels of communication can be categorized into two types, nonpersonal and personal. Nonpersonal channels of communications in terms of advertisement carry a message without direct, interpersonal contact between the marketer and the target audience. Personal channels involves direct communication between two or more persons and can occur face to face or through social media. The campaign used personal channels to have communications with the consumers through social media. For Old Spice to build buzz, they invited consumers to submit questions through social media and it would be personally answered by the Old Spice Guy. “Digital is perfect because you can quickly gauge the reaction as people are very open to providing feedback to the advertising (D&AD)”, said branch manager of Old Spice James Moorhead. Consumers were able to go online onto Facebook and Twitter to submit questions to be answered by the Old Spice Man, “The idea was simple: the Old Spice Guy would personally respond to fans’ messages and comments posted across a variety of social media, including Facebook and Twitter, through a series of video messages accessed via YouTube (D&AD)”, the problem was how are they going to be able to do this. Another problem was the cost, content and how they were going to message the script approval. They were able to
middle of paper ... ... Contacting certain audiences, which is their main target during different promotions, is a wonderful way to go. Understanding advertising will help you understand yourself and make you realize who you really are and who you will always be, no matter how many cosmetics you buy. Works Cited Adweek, L.P.
“Do you want a man who can bake you a gourmet cake in the dream kitchen that he built for you with his own hands? Of course you do.” Old Spice man asks his audience this question among a series of other rhetorical questions as he transitions, to continuously fit the image of the perfect man. The commercial begins with an attractive, charismatic Old Spice man standing in a towel bare-chested, on the beach holding a bottle of Old Spice. He associates being an attractive model man, with using Old Spice body wash. He then transitions into an adventurous man wearing khaki shorts, walking on a log, and then walking on water. After he carries said gourmet cake into the dream kitchen, he swan dives off a waterfall, into a hot tub. The commercial ends with the man sitting on a motorcycle holding a bottle of Old Spice body wash; modeling being both an Old Spice man and the ideal man, with the slogan SMELL LIKE A MAN, MAN. Old Spice, in the background. Humor is achieved by the tone that is set. The ad campaign is funny to a point that the commercial is pretty much making fun of itself. The sex appeal is apparent as the bare-chested man sells the product of a man, man. The product name and logo are repeated and shown throughout the entire ad, making repetition a strong selling point. This advertisement is effective because it appeals to a wide audience using humor, sex appeal, and repetition to sell the product.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Imagine this: You are home and flipping through the channels on your television one late night. Every channel you flip through, there is a commercial. One commercial is for food, the next commercial is for the latest phone. What do all these advertisements have in common? They want to sell as much as possible to the consumer. But how do these advertisements persuade an average consumer to purchase their product or services? Advertisers use an abundance of techniques to unconsciously motivate consumers to purchase or share information about the advertisement’s goods or services. What language and techniques do three different commercials contain and how do these elements affect an audience? In the end, it is important to remember that commercials
In the old spice commercial, the brand is showing that men are just brainless robots and the women are just hyper-sexual individuals. The setting of the commercial is in a nightclub where women are dress in provocative clothes that come off like they are looking for sexual intention from the men. Men are
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
Advertisements have been utilized for many years to sell products. The very popular company Old Spice, who is one of the top men’s hygienic production companies, is well known for their series of humorous advertising campaigns that uses references to the ideals of what a stereotypical masculine man is supposed to be characterized as. The Old Spice commercial, “The Man Your Man Could Smell Like” that first appeared during the Superbowl in 2010, illustrates that the company successfully utilizes the influence of humor, gender stereotypes, and ethos and pathos to connect emotionally with the audience and persuades men to start using Old Spice Red Zone body wash so that insecure men can become more of a masculine man that females will desire.
Advertising is the form of communication used to persuade or influence viewers, listener’s i.e. audience. Advertising leads consumer to an action. Company spend a huge amount on advertising to attract consumers. Three things by which consumer gets attracted are words, message and medium. Many advertisers increase consumption of their goods through branding which usually involves the product name or product image and link with certain qualities straight in the minds of the consumers. As we all know the main purpose of the advertising is to motivate the customers about the product or service is the best and building up the image.
Can a product still be a commercial success if the advertisements do not properly advertise the relevance of the product? Many companies have taken this route and have failed to sale their product to consumers due to the consumer misunderstandings of the advertisement. Old Spice is a company that sells men cleaning products such as body wash and body spray. The company marketing schemes have been really hilarious but all together have been a terrible marketing tactic due to the random antics taking away the advertisement of the commercial.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
There are a lots and lots of advertises that contains a bit of exaggeration, sex and a message to make the consumer feel an association going on by using or buying that product. For example, Coors light beer commercial contains a lot of stuff that might get people to feel an association going on if he or she drinks that Coors light beer. On one of the Coors light beer commercial, there's a commercial that shows couple of young man and woman drinking Coors light beer and playing volleyball up on the Rocky mountains. A lot of people especially the people around their 20's would be convinced that if he or she drinks Coors light beer, then they could enjoy the coolness of being young and active. Since the commercial contains both sex, it would refer to the people aroun...
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.