The Man Your Man Could Smell Like
“ Hello, ladies, look at your man, now back at me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me” (Isaiah Mustafa, Old Spice commercial.) A report done by the American Psychological Association states that “ Virtually every media form studied provides ample evidence of the sexualization of women, including television… and advertising (APA 269) what this fails to realize is that not only are women being objectified, treated as a sexual object, but men are too. Old Spice is a popular American brand specialized in producing men’s hygienic products. Old Spice is notorious for its humorous advertising
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Isaiah Mustafa, a former NFL wide receiver turned actor, was hired to endorse the product in it’s most popular 2010 “ The Man Your Man Could Smell Like” commercial, that aired during the Super Bowl. Isaiah Mustafa was hired as a vessel to improve ones masculinity and sex appeal towards the opposite sex. The “Smell like a Man” commercial relies heavily on its depiction of and idealized masculinity through gender stereotypes in order to persuade viewers to purchase Old Spice Red Zone body wash.
Ethos is the “credibility, morality, authority or reputation of the author or speaker.”( Ramage and Bean) The Old Spice commercial sets up its credibility to the audience by using a successful former NFL star, Isaiah Mustafa who defines masculinity. As soon as he steps out the shower in the opening scene, one notices Isaiah’s attractive appearance. His broad shoulders, rock hard abs, chiseled and bearded face; embody several characteristics that one would consider to be manly. Isaiah Mustafa further builds his ethos as the epitome of manliness through his posture and behavior. His charming deep voice, and confident disposition emulates the perfect alpha male
The goal of ethos is to make sure the company or the face of a product is reliable because would you want to buy from a company who has a bad reputation? The ethical appeal, also known as ethos, of the “Love Your Hair Longer with Pantene” commercial is Pantene and Selena Gomez. Pantene was “born” in 1945, which means they have been around for a while. When asked the three reasons she is excited to be Pantene`s new ambassador Selena Gomez states, “…their message for women being strong is beautiful and what they represent is so what I embody and what I want my fans to know and feel confident in.” Pantene is the main ethical appeal because Pantene is the brand of the product the commercial is trying to persuade people into buying. Pantene is a company who has been around for a while and is big on making women all around the world feel beautiful, which means they are credible because they have the experience and care enough about their customers to be a trusted hair care company. Selena Gomez is also an Ethical appeal because people she feels women should feel happy and healthy in their own bodies or in this case, hair. Pantene and Selena Gomez are also representations of the emotional appeal, also known as,
Ethos is a category that appeals to connecting one thing to another to help advertise the product.Resse's uses this tactic by including the pretty well -known rapper Mr.lupo linking the fans of mr.lupo to the cereal.People who watch the commercial will recognize mr.lupo and will want to buy the cereal from the commercial he's in.Connecting the two products together gets out more publicity for and the said product.Ethos is efficient in the process of linking two different subjects so they benefit each other.
In this commercial, ethos is used when the advertiser puts Kevin Hart. Since Kevin Hart is a credible person because he has authority over his daughter. Also, it shows him how he is able to track the Hyundai Genesis without his daughter’s knowledge. Kevin Hart have this experience with this car maybe you should get this car to stop you from being an anxious parent who likes to stay up making sure your child arrives home safely. During the commercial, Kevin Hart uses the watch as a GPS finder so he does not have to worry about if his daughter is calling him when she is driving. From the car automaker’s credibility is is show one of the Hyundai cars who have a specific feature in the car. From the advertiser’s point of view, someone would want to be like Kevin Hart who has a cool car that has one specific feature which is the car
For decades advertisements have been targeting mens insecurities in order to persuade them into consuming their products. These insecurities are their lack of masculine hegemonic ideologies. Hegemonic being dominant
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
Ethos in this commercial is portrayed by the main character, Mr. Busch. Ethos is the
Using ethos is a way of appealing to the reader based on the credibility of the source in which the author is trying to promote. Credibility can be accomplished by using tactics to support reliability. First, the author attempts to establish credibility by relying on tradition and value. He accomplishes this in the advertisement by placing major emphasis on a man wearing a belt buckle. He states, "You look more closely. And see a grapefruit-sized rodeo championship belt buckle, dazzling in the sunlight. And you know at that moment, you must be in Texas" (McCALL p. 87). One may argue that the ad establishes the locatio...
An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy the product. The ethos in the ad is Kobe Bryant is in the ad. Kobe has the knowledge about basketball because of his experience. He also has the drive and power to become a champion. He has the credibility because everyone knows he plays for the Los Angeles Lakers.
Ethos is defined as appeal to ethics, and without ethics the audience may look to the writer as someone who is not credible to speak about their argument, but if the writer finds credible sources then he/she may appeal to the audience by what knowledge they learned from the sources they have. In the movie Milk (2008) directed by Gus Van Sant, Harvey Milk (Sean Penn) who is the first openly gay elected Political Official, battles for the rights of gay people in San Francisco, California. The use of Ethos is in the scene when Senator Briggs (Dennis O’Hare) tells Harvey Milk that he has the public vote and the people would vote for him because he is the
The Paco Rabanne Invictus fragrance for men advert, published in 2013, seems to portray how a modern male should appear: strong, muscular, and heavily tattooed while women are perceived as relationship-oriented, and eye-candies: a lightweight drapery hides their private parts whilst revealing their forms. Thus, it reinforces gender stereotypes. As Buying Into Sexy points out sex sells, and people tend to be heavily exposed to adds as well as “music videos that feature plenty of sexual innuendo”. That is why humongous corporations “(create) a certain environment of images that we grow up in and that we become used to (in order to) shape what we know and what we understand about the world”, states Justin Lewis in Mickey Mouse Monopoly. So, how is the ideology of masculinity represented throughout this ad? The warrior-esque man is physically desirable, and irresistible to women. Even though the audiences are aware of the existed hyperbole, they might focus on the experienced feelings of smelling good.
Ethos is the credibility of knowledge and written word. Or in laments terms, that one has the authority to spread true knowledge. It shows the importance of what you are talking about and gives a speaker credibility to talk about the subject. “Supersize Me” fulfills this bin that it provides the viewers with facts and statistics about obesity and the fast food industry in America. It was reported in the documentary that each day, 1 in 4 Americans visit a fast food restaurant, and that in 1972, America spent three billion dollars a year on fast food where as today we spend more than $110 billion a year (S...
Ethos is used to show that an advertisement is credibly and worth listening to. This can be done by an ads chose of language or remaining fair and unbiased in one’s ad. First, the Pepsi ad uses high school level vocabulary in order to make the ad easier to understand. Many consumers have graduated high school, so this is the appropriate vocabulary to use. However, the Pepsi ad contains biased information. The ad is all for Pepsi and wants buyers to purchase their product over every other soda; just because Pepsi has donated millions of dollars to fund hundreds of ideas. The ad should try and remain
From laundry detergent to perfume, room sprays to breath mints, everything now has a chemically produced scent to disguise the natural; modern culture has declared the embarrassment linked with body odor. On a night out or at a first date, men and women are both spritzing cologne and perfume and popping in chewing gum in an effort to smell pleasant and non-verbally communicate a message to the other. They are attempting to present themselves in a way they believe will appeal to the other and enhance the relationship. However, this very act proves that odors have the capability to affect our mood, perception, and
In “The Man Who Was Almost a Man”, the search of power and the coming of age is the key theme in the story because the main character Dave puts himself in a situation where he feels that’s he can’t stand up to the wrongs that he has done. Richard Wright father an uneducated farm worker left home when he was six, so he was raised without a father. Growing up he had a tough childhood due to his mother illness. He and his brother later moved to Mississippi where he was heavily influenced by his grandmother, therefore he displays the coming of age without a father figure in his poem “The Man Who was almost a Man”. His works compares to my life because I have done things in the past that made me feel powerful like a man but I was just doing these
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.