Premium Essay

Old Spice

In: Other Topics

Submitted By mysti8
Words 900
Pages 4
Misty Dennis
Stephen Morrow
English 1510 Writing & Rhetoric
March 27, 2013
Old Spice Advertisements are a powerful thing. They persuade the reader to think what they want them to think, want what they want them to want and believe what they want them to believe. When a company produces a commercial, their main goal is to get their product they are showcasing to sell. According to, advertising is, “the activity or profession of producing information for promoting the sale of commercial products or services”. Old Spice is a prominent American brand of male hygienic products. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938. The first advertisement I chose was published in 1945 the advertisement shows a man’s shaving kit with the logo “FOR THAT AMERICAN FEELING OF WELL BEING”. The second advertisement I chose was published in 2010 this advertisement is for a man’s deodorant with the logo “Residue is Evil STOP IT”. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. The first advertisement is focused mainly on the product, which is the first thing you notice when you look at this advertisement. The top half of the backdrop is black, which allows the product to standout. The products are displayed staggered. In the top left corner you see two bright red boxes with the white bottles of Old Spice Talcum for men and Old Spice After- Shave Lotion in front of them. In the middle is a wood box with the Old Spice Shaving Soap displayed in a mug in front. On the bottom left are two bars of Old Spice Bath Soap displayed in a wooden box. Each product displays the Old Spice trademark sailing ship. The only words on the top half of this advertisement are “EARLY AMERICAN Old Spice SHAVING REQUISITES”. By using...

Similar Documents

Premium Essay

Old Spice

...However, buying Old Spice products is a want because consumers are not expected to buy Old Spice products. Conveying the Value of the Product This ad does convey the value that the product will offer the consumer. The product that the ad is conveying is bathing and hygienic products and with the ad taking place in the bath room, it shows that the product is intended for bathing and hygiene. Also, with the woman in the ad, it portrays a message that the products will help you...

Words: 856 - Pages: 4

Premium Essay

Old Spice

...Communications Final Video Presentation What global communication techniques are used in obtaining the rights to host the Olympic Games? (Discuss general techniques used by various global agents as well as perhaps finishing by looking at one specific nations case) * Communication planning for the Olympics begins six years prior to the opening ceremony and many cases much earlier leading back to the conceptualization of the bid to host the Olympics. * Stakeholders try to insert themselves to control the communication of the games in three ways: * Long-Term Communication/Interest: Collective organizational image of key individual representatives, the Olympic values, protection of Olympic symbols, etc.. help establish and produce the brand from location to location. * Short-Term Communication/Interest: Successful communication of the stakeholders to obtain the desired image of the games. Helps generate local public support which is very important in a successful organization of the games. Becomes an “Olympic City”. * Medium Interests: Marketers seek opportunities to promote their brand and image through their association. * The Communication Process for the Olympic Games comes in many different parts and involves semantic contents as well as symbolic production (logos, mascots, etc…), cultural models for ceremonies, basic info. Strategies for mass media, etc… * “Politically Correct” values are demonstrated through this to avoid......

Words: 537 - Pages: 3

Free Essay

Old Spice Revival

...Old Spice is a world-renowned deodorant and body wash brand nowadays however this was not always the case. Only recently (as recent as before 2010 in fact) through the creation of a new ad campaign from Proctor & Gamble for Old Spice has its popularity grown so immensely that it is now the number one selling deodorant worldwide. Prior to the ad campaign the Old Spice product had a stigma associated with it that it was only meant for old people since it is an old product (brought to the shelves in 1934). The younger generations seemed to think that since their fathers and grandfathers used the product it was outdated and reminded them of them which may not be particularly what a man wants since he would like to create his own identity thus making Old Spice into an unwanted product. The revival of Old Spice was through an innovative and creative ad campaign created by Wieden & Kennedy (W&K) advertising agency. They utilized the massive network of online users on popular mediums such as Facebook, YouTube, Twitter, and other social networking and video streaming sites giving them access to billions of people around the world instantly. The campaign, lead by the current face of Old Spice, ex-NFL star Isaiah Mustafa, was an instant success and turned viral as planned. Within the first 36 hours the YouTube views had reached over 23.2 million. With the technology available today information can travel instantly from one source to another. Instantly, that’s the key word....

Words: 538 - Pages: 3

Premium Essay

Old Spice and Masculinity

...BIBLIOGRAPHY………………………………………………………………...4 LIST OF FIGURES Page Fig 1 Old Spice, The Man Your Man Could Smell Like, 2010. ………………….2 INTRODUCTION 1.1 What is masculinism? Masculinity is a word that describes an idea generated by the media of what it entails to be a man. According to Cohen(2001:5) “a gender is formed by shared beliefs or models of gender that majority of society accepts as appropriate”. Gender ideals are socially constructed in specific historical and cultural context and changes over time and location. As identified by Brannon (1976) being a hegemonic masculine male entails four main themes: (i) No Sissy Stuff: men must never resemble women or display stereotypical characteristics of a woman. Kimmel (2001:35) suggests that “Homophobia is a centralised principle of our cultural definition of manhood.” (ii) The Big Wheel: the ability of real men to obtain wealth, fame, success and status. Typically determined by occupation. (iii) The Sturdy Oak: manliness, confidence and self reliance. (iv) and Give ‘Em Hell: using acts of aggression and violence to obtain sex from women. 1.2 Branded Masculinity In todays modern age although still much the same, some of these aspects are lessening in intensity. For example ‘No Sissy Stuff’ where cosmetics would be absolutely out of the question, todays men are encouraged by the media to use...

Words: 998 - Pages: 4

Free Essay

Old Spice Slogan

...Edsen English 1300-1:40 11, November 2012 Believe in Your Smellf  “Believe in your smellf,” this is Old Spices catch phrase for their Old Spice Champion ad. When it comes to selling a product Old Spice tries to make the costumer think that if they get their product it will change them. Can think of a company that uses weasel words more than Old Spice does with their advertisement? Old Spice tries to make it seem as if, by purchasing their product, you will all of a sudden have a much more glorious life. Old Spice is notorious for misleading an audience into buying their product. They have multiple commercials where they use doublespeak to try and make their product sound better. Old Spice also frequently uses weasel words as well as doublespeak to get people more interested in their product. Lutz said this about weasel words, “Weasel words appear to say one thing when in fact they say the opposite or nothing at all.” (Lutz 310) Lutz describes doublespeak as, “It is a language which makes the bad seem good, the negative seem positive, the unpleasant to seem attractive, or at least tolerable. “ (Lutz 304) Old spice has multiple commercials making false claims of how you can be changed by their product.  As a consumer of any product you must be aware of what ads trying to sell you. Old Spice Champion is trying to get people to “Believe in your smellf.”...

Words: 1469 - Pages: 6

Free Essay

Old Spice Comercial

...My favorite commercial is the Old Spice commercial that starts with a man in a shower and ends with him on a horse. Even after studying the film terms and how things are shot I just couldn’t figure out how this was shot, so I did some research to find out. I just had to know! Here is what I found and it worth the time to watch, it is so cool. The entire commercial is filmed in one take. There are no voice-overs. It is all a medium shot. The first scene is a man in a shower holding the product in question. They use a crane to remove the shower and drop a sweater onto his neck, but it is done so fast you can’t tell and he is suddenly on a boat. The item in his hand appears to turn from one thing to another right in from of your eyes. They are then careful to keep the camera just above his waist level and he is slid onto a horse so in the next shot he has moved from the boat to a horse. It looks almost impossible to be done without computer editing. It is amazing, but there is almost no computer graphics used. Clever scripting, great camera angles, and an awesome set are what make this commercial stand apart from the rest. As Leo Laporte says “this commercial just makes you want to smell like this...

Words: 252 - Pages: 2

Free Essay

Marketing Campaign

...Given the longevity of the brand, Old Spice tends to appeal to an older customer base and in past years they have gained a reputation for being “the brand your grandfather uses.” When Proctor & Gamble acquired Old Spice in 1990, they tried unsuccessfully to make the brand more appealing to younger crowds. As the years went by, Old Spice began losing market share to new competitors such as Axe, Irish Springs, Nivea etc. In 2010, P&G decided to revive and reposition Old...

Words: 1177 - Pages: 5

Free Essay

Social Media Impact on Marketing

...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact....

Words: 6133 - Pages: 25

Premium Essay


...Nathan Cruzen Renan Silva Jonathan Turk MRKT 327 -02 Executive Summary Introduction Old Spice is the most original brand for men’s fragrances. The Shulton Company in 1990 purchased the Old Spice brand. Procter and Gamble strategically repositioned the brand and adapted more diversified products to meet more current demands. , Old Spice is trying to re-brand its image and appeal to a younger audience to increase sales and brand awareness. In order to do this Old Spice needs to reach a new target market of males. These males should age from 18 to 34 year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths •    A very renowned and successful brand. •    Strong distribution channel (available in more than 20 countries). •    Excellent Product quality. •    Strong financial presence in the market. •    Affordable pricing of products. •    Diversified portfolio of products. •    Sales growth is high. •    Strong image and Product development Weaknesses * After acquisition, Old Spice could not completely change the consumer’s brand perception of their products....

Words: 656 - Pages: 3

Free Essay

Skoda Case

...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy....

Words: 1951 - Pages: 8

Premium Essay


...The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male who smells good and a man who wants to feel manly and dominant like the Old Spice Guy portrayed in the ad campaign. The ideology that women love shopping and generally shop for products such as deodorant for their husbands. This ad targets both males and females using various advertising and marketing strategies. Many different techniques and strategies were implemented in the...

Words: 1640 - Pages: 7

Free Essay

Ad Analysis

...Get a MAC Commercial Summary- This is a 30 second commercial about a MAC and a PC, the MAC is a young guy and the PC is an older man, representing that MAC is ‘young and cool’ and the ‘hip computer to have’ and the PC is outdated and old. This commercial focuses on making home movies on your computer and the PC is sure his home video is...

Words: 1427 - Pages: 6

Free Essay

Mainstream Advertising

...Both Secret and Old Spice use sex appeal, movement and tone to attract consumers. These are some key factors used to gain the consumers attention, which prompts their interest for potential buying. Both commercials used attractive persons as the main focal point showing that as vain as it may seem people are attracted to attractive people. As observed in the Secret commercial it was fun and flirty it showed how the man and woman took interest in one another even though their dancing took a spontaneous course across the floor. You can also take notice of the fact that it gives you a sense of intimacy one being the way the male and female interacted on the dance floor moving slowly and together. As opposed to the Old Spice ad where the man is the only person and he himself was the statement of the commercial. Being the only person in the commercial he had to appeal to the sexual nature of the female. By doing this they used and actor with an athletic...

Words: 1034 - Pages: 5

Premium Essay

Expected Performances


Words: 984 - Pages: 4

Free Essay

Management Information Sya=Stem

...In the context of the Spice Hotel database solution; this will involve running the electronic database alongside the current paper based system....

Words: 979 - Pages: 4