Analysis of Rhetoric in Old Spice Commercials
Confidence, attractiveness, sex appeal, and constant eye contact are all used in the advertising campaign for Old Spice body wash. The campaign, which aired during the 2010 Super Bowl, has gained significant publicity and success. The thirty-three-second commercial features actor and spokesperson Isaiah Mustafa wearing various outfits and in different environments, keeping viewers attentive and interested in purchasing the product. The opening line, “Hello ladies. Look at your man, now back to me. Now back at your man, now back to me,” clearly targets female viewers despite the product being marketed as a manly body wash. The commercial also appeals to male viewers by suggesting that females desire men who smell like Mustafa. It is believed that the target audience is female viewers as they typically make purchasing decisions for hygiene products.
The entire commercial revolves around the idea that buying and using Old Spice body wash will make one smell more masculine. The commercial heavily relies on sex appeal, as Mustafa, dressed in only a towel, is shown confidently in front of a running shower. Throughout the commercial, he exudes confidence with his muscular physique, eye contact, and dominant posture. The scene then shifts to Mustafa on a boat in the middle of an ocean, dressed casually with a button-up draped over his shoulders and sleeves tied around his neck. This serves to demonstrate that using Old Spice body wash can create confidence and attractiveness, as evidenced by his perfectly pressed clothes and flawlessly lined 5 o’clock shadow. The quote “Anything is possible when your man smells like Old Spice and not a lady” further reinforces the unrealistic expectations set by the commercial and implies that other washes make users smell feminine. This commercial incorporates typical elements found in popular advertisements, such as sex appeal and the targeting of a female audience. Additionally, it plays on the need for affiliation by suggesting that using Old Spice will make one smell more masculine compared to other brands that may make them smell feminine. It also appeals to the need for attention by creating a sense of desirability and attractiveness.The text highlights that Old Spice body wash is effective in attracting women. However, the advertisement also portrays more than just sex appeal and masculinity. It switches from scenes in the bathroom to the man being on a boat in the ocean, and even shows him riding a horse by the beach. These visuals evoke a feeling of happiness associated with being at the seaside and a desire to escape. Additionally, Mustafa’s dialogue indirectly urges men to buy the product in order to enhance their partner’s attraction towards them.
The text asserts that the protagonist personifies the ideal man, as indicated by the statement “What’s in your hand? Back at me, I have it; it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds” (0:17-0:24). This signifies his willingness to selflessly give up something he loves in order to please his partner. While he may not enjoy the activity she loves, he is ready to accompany her at his own expense, making him a role model for male partners. The absence of music throughout the commercial enhances a sense of tranquility, with natural sounds like running water during the shower scene and crashing waves on the beach during the “I’m on a horse” (0:28) scene contributing to this peaceful atmosphere. By eliminating distractions and maintaining constant eye contact and rapid dialogue, the commercial ensures that viewers focus on Mustafa’s words and actions. Once again, these advertisements aim to demonstrate that Old Spice has the ability to make users believe in limitless possibilities, even though it is merely a shower product. This Super Bowl commercial effectively portrays elements of sex appeal, confidence, and comedy.The actors and style of commercials that Old Spice selects for their product on television give the impression that one can attain a muscular and confident appearance, merely from smelling like a man.
Works Cited
“{HD} Old Spice Commercial Compilation {Great Commercials}” Youtube. Youtube. 2 May 2013. Web. 4 Sept. 2013.
“Man Your Man Could Smell Like” Oldspice.com. Old Spice. Web. 8 Feb. 2010. 18 Sept. 2013.
