A Rhetorical Analysis Of Old Spice Commercials

Scalding steam bellows swiftly out from the smartly tiled shower; screeching echoes of the shower curtain escapes deafeningly as a moist, attractive African-American man begins to descend with a white, constricted towel across his waist. The man begins to shout at the audience that Old Spice’s products will transform them from a mediocre, poorly dressed man into a magnificently attractive, cool, and powerful fellow. At first glance, Old Spice commercials are innocently selling hygiene products to the average consumer, but the commercials have a subliminal message for the audience — they will become improved once they use Old Spice’s product.

Simply by watching an Old Spice commercial featuring Terry Crews, the audience would feel that using

In several commercials, the actor, Terry Crews is partaking in some sort of event that the normal civilian would not be able to do without the help from the spray sold by Old Spice, which persuades the audience in to buying body spray. After covering oneself with the musky wilderness smell given off by the mixture of chemicals, the consumer would feel that they are cooler than the person they were before using the body spray. Old Spice has many ways of making their products look cool, so the Old Spice team uses every possible idea they have. By providing the audience with action scenes, Old Spice gets into the mind of their audience, forcing them to go out and purchase the product that seems to give people special abilities to do spectacular actions. All the actions being promoted by Old Spice are very dangerous, and making a man believe that he will be able to do them after using the product is truly evil. The Old Spice brand constantly shows muscular men in their commercials, for the brand wants people to believe that they too can become muscular. By promoting such physique, Old Spice wants people to believe that the products being sold will make the consumer look like the man in the commercials; however, what they do not show,

In each Old Spice commercial, Terry Crews is seen saying the Old Spice slogan – power. Being powerful is having great power or strength, which Terry Crews does have, especially after using the body spray in the commercials displayed by Old Spice. Terry Crews tells some of the other actors that using Old Spice will make them powerful, for he used it and could lift objects that even Superman would have a difficult time lifting. Terry Crews does all of this in almost every commercial, in turn, letting the customer believe that if they use the body spray, they will be incredibly strong and nearly invincible. The Old Spice commercials make the body spray seem like it coats the consumer with armor after use, but, in reality, it makes the consumer sticky. Every person wants to have a little power, so seeing this commercial makes them think that, by using the Old Spice products, they will be able to have more powerful, thus becoming more powerful than they already were. Because power is somewhat needed to strive, any person would want to become more powerful; however, the body spray sold by Old Spice does not actually make someone more powerful, it only makes them smell