Advertising works by being cultural bound.Advertising is persuasive and builds trust between companies and consumers.People look at advertising from the perspective of their culture, which can bedifferent than other cultures. Understanding diverse cultures is vital foradvertising to work affectivelyOld spice is a men’s grooming companyestablished in 1937 by William Lightfoot Schultz. It was originally called Early American OldSpice for women and moved advertise more towards men with men later that yearby creating Old Spice. Old Spice were interested in maintaining a colonialframework and using the nautical theme to show masculinity.
They have receivedthirty-seven awards for their advertisements as of 2016. Old Spiceadvertisements are geared towards women. Even though it is men’s products,women are said to do most of the shopping therefore they advertise to them. Thecommercials convey a strong message that men cannot only be attractive, but canalso smell nice. Old spice uses an emotional appeal to influence women whovalue their men that they can smell good and be attractive.The Old Spice commercial “The Man YouCould Smell Like” appeared on television in 2010.
It became a huge hit onYouTube with over a billion views. The ad displays numerous effectivepersuasive techniques with the most notable being humor. The ad shows anattractive fit man talking directly towards women in relationships, neverbreaking eye contact with the camera, expressing how if their man uses oldspice they will end up more like him, a better version of a man. The ad alsohas three different sets, but it’s only taken in one shot. The”better” man holds the old spice body wash throughout the entire adto show that’s the product that will make them a better man.
The advertisementis trying to sell that a man needs to smell like a real man by using their bodywash and not using other girly body wash products that their women uses.The old spice “Mom Song” ad wasreleased in 2014. It was a viral hit him was a part of their Smellcome to Manhoodcampaign. The ad focuses on teenage boys using old spice through puberty andbecoming men, but their moms are having a challenging time coming to terms withit.
It catches the consumers attention by using a fun jingle and by beingrelatable by portraying the moms as overbearing. Throughout the advertisementit shows the fear of a mother losing their sons because they are using oldspice and are suddenly becoming more attractive to girls. The advertisement istrying to sell their product to young and older men. Younger men will buy theproduct because they think it will help them be more attractive and smell good.While older men will to remember old memories and to feel young again.The Old Spice commercial “Beach Budz” wastelevised in 2017. It portrayed two moms walking on the beach when suddenly aDJ that looks like squid on a ski jet starts blasting music. The moms confidein each other about how brands will do anything to get young men to buy theirproducts.
But, as they are complaining about advertisements, the moms turnaround and start promoting Old Spice. They say they are the best moms forbuying their sons Old Spice and that everyone should buy it. The ad shows thatit may seem like a gimmick, but untimely they should buy their product.Even though many people enjoy the humor inOld Spice ads, some do not appreciate the advertisement or products. Manypeople feel that yes, they can smell nice, but they will never be able to beattractive or get a girl just from one product.
Also after the ads begin toshow popularity consumers had questions and wanted to interact with the Old Spicecompany. Old Spice, being stuck in a traditional advertising mindset, thought thatwhen the campaign is done that the company is done advertising for it. Whichhas Angered many consumers who now refused to buy the products that Old Spiceproduces due to communication issues.Old spice has been successful for so longbecause it makes an impression on people and makes the consumer believe that ifthey smell good that they are attractive. The advertisements use just the rightamount of humor that it stands out. People will rewatch it numerous timesbecause they enjoy the humor and can relate to the commercials.
Old spiceadvertisement sells its consumers that if you use their products you will be irresistibleto any woman that smells them.