Manliness and Old Spice Essay

Manliness and Old Spice Essay

Length: 957 words (2.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Can a body wash make you more of a man? Old Spice certainly has the answer and they’re not afraid to imply that either. Old Spice published the soon-to-be-viral ad “Questions” mid 2010 to their official YouTube channel teasing that very question. The ad mockingly stereotypes aspects of manliness while asking male and female viewers alike to assess the manliness of their man or themselves. While "Questions” does little to describe the product it advertises, it proves its merit as an effective advertisement because it strikes all three chords of persuasion; It tickles our love of humor while establishing a mental relationship between the product and manliness by using a perfect manly specimen to convey these points.

Our towel clad idol, Isaiah Mustafa, begins the commercial at what seems to be a shower station on a beautiful beach. The scenic backdrop splits vertically down the center and moves away from Mustafa to reveal him logrolling seconds before he walks across the surface of a tranquil lake while simultaneously catching a falling cake and walking into a kitchen where he proceeds to power-saw a counter-top with his remaining free hand until he finally leaves the saw behind and drops cake before comes to a stop atop a waterfall. He then dives from the watery cliff into a bubbling hot tub, which then breaks away to reveal that Mustafa is riding a motorcycle. Mustafa flawlessly performed the entire skit while maintaining a stern focus on the camera. As we follow Mustafa through his transitions he is addressing female viewers and proposing questions to them, heavily implying that if their man used Old Spice body wash then he could then be more like Isaiah Mustafa.

In his skit, the questions Mustafa asks are meant to exagg...


... middle of paper ...


...s provided the company with an internet sensation that not only builds and sells its brand, but it also makes its viewers laugh, question themselves, and gives consumers a likeable and authoritative figure to trust on the subject of manliness. After analyzing each ingredient that Old Spice has thrown into its manly cauldron of advertising, It’s no wonder how they were able take the internet by storm. The only question is if they’ll be “man” enough to keep the incredibly popular momentum they’ve gained thus far.



Works Cited

“Questions” by Old Spice. YouTube. YouTube, 2010. Web. 10 Dec. 2013.

O’Barr, William. “Creativity in Advertising.” Advertising & Society Review 11.4 (20010):
n. pag. Web. 10 Dec 2013.
Sarah. "The Man Your Man Could Smell Like."Advertising & Society. Wordpress.com,
13 May 2013. Web. 10 Dec. 2013. .

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Old Spice Is A Popular American Brand Essay

- 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....   [tags: Gender, Masculinity, Male, Man]

Better Essays
1137 words (3.2 pages)

Old Spice Is A Body Shampoo Brand For Men Essay

- Old spice is a body wash/deodorant brand for men. The ad I’m targeting is one of the original old spice ads. It is a muscular man half naked holding up a bottle of old spice body wash comparing the audience’s man/boyfriend/husband to himself saying “sadly, he isn’t me.” This ad is clever and somewhat humorous as it is an attention grabber. It’s a very effective commercial due to general direction to females, fast monologues and confidence throughout the ad to promote the use and affectability of Old Spice....   [tags: Gender, Female, Middle class, Male]

Better Essays
732 words (2.1 pages)

Old Spice : An American Man Essay

- Old spice has been used for over fifty years by men and the advertisements have created a standard for some people. Old Spice advertises that a man must be clean, attractive, and exotic to be interesting. Many of the Old Spice ascertainments show that if a customer uses their product the customer will become clean, attractive, and exotic. In the 1950s Old Spice ad, there is six product choices for an American man and he must try out all the products. At the bottom of the ad is a scale the man is standing on, saying that a professional attractive man is watching his weight....   [tags: Advertising, Marketing, The Reader, Man]

Better Essays
702 words (2 pages)

Essay on Marketing Techniques: The Old Spice

- There are so many marketing techniques that companies use in today’s world. There are also many competitions that companies face because of the advancement of marketing and different kind of brands. Old spice does a great job advertising and campaigning by using classical conditioning. Old Spice is an American brand that males use for grooming, they do a great job marketing the product and presenting them to consumers. Classical conditioning is when theorists teach either animal or human certain behaviors passively through repetition....   [tags: brands, stimulus, response]

Better Essays
1009 words (2.9 pages)

Essay on An Old Spice Advertisement For Women

- “Look at your Man, now look at me…sadly he isn’t me” This is an Old Spice Advertisement that targets women who purchase female hygiene products, like shampoo and body wash, for their “man.” Isaiah Mustafa is a former practice squad football player and is the only actor appearing in this advertisement. This well known African American football player is very attractive and may have a sexual appeal towards women. This aberration is different since one always sees a white folk as the dominant character....   [tags: Gender, Man, American football, Transgender]

Better Essays
831 words (2.4 pages)

Gender Stereotypes : Old Spice Essay example

- Gender stereotypes and roles have long been an issue within society. Today, people believe that gender stereotypes no longer exist, however, these preconceptions of desired gender attributes and roles strongly remain. Old Spice, a company producing men’s hygienic products, is known for its comedic advertising campaigns, focusing on references to traditionally desired masculine characteristics. Using gender stereotypes, they connect with the audience’s emotions and desires through humor and sex appeal, in order to convince them to buy Old Spice body wash....   [tags: Gender, Gender role, Masculinity, Male]

Better Essays
1192 words (3.4 pages)

Essay on Old Spice Meeting Advertisement

- The Old Spice Meeting Ad advertises a new men hair care line. The setting of the advertisement is in a meeting room where a presentation is being given. In the meeting room there is only one female. Everyone excluding the female and the male who has used Old Spice’s products is paying attention to the person giving the presentation. The one male and female are flirting with each other. The hair of the male catches the attention of the woman so much that it wins him the woman’s number. All of Old Spice’s products are for men....   [tags: demographics, strategies, commercial]

Better Essays
856 words (2.4 pages)

The Appeal of the Old Spice Man Commercials Essay

- ... The commercial grabs their attention because Old Spice man wearing nothing but a towel; this scene generated an appeal to emotion. These commercial appeals to the logos because it makes the female audience to buy their husband or boyfriend Old Spice body wash. The commercial, makes the female audience be under the impression if she brought the body wash, she could have stunning man who could spoil her and buy her gifts such as game tickets and diamonds alike the Old Spice man in the commercial....   [tags: shirtless, smell, audience]

Better Essays
902 words (2.6 pages)

Taking a Look at an Old Spice Ad Essay

- Old Spice, a brand of male grooming products, has produced many humorous ads and television commercials to persuade more and more men to buy their products. In a 2008 ad for their pro-strength antiperspirant, Old Spice used Neil Patrick Harris, famous for his role as teen Doctor Doogie Howser, as their spokesperson to appeal to males and add humor. Old Spice effectively reaches their target male audience through the use of well-known model, humor, and offering a needed product without the need of a prescription....   [tags: male grooming products brand campaign]

Better Essays
867 words (2.5 pages)

Essay on Pre-campaign Analysis: Old Spice Brand Image

- ... With both the online and TV ads, Old Spice wanted to maintain certain traits associated with the brand such as the trademark whistle at the end of ads but at the same time to revamp the ad by adding in some “clever writing and picture-perfect casting” and developing a good story with added “swagger” and humour (Vaynerchuk, 2011 and Marketing Conference Services, 2011). Tactics The online ad was to be aired for 30 seconds (s) on YouTube on February 8 2010, a few days before the Superbowl (Marketing Conference Services, 2011)....   [tags: grandfathers, recognition]

Better Essays
1557 words (4.4 pages)