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Sample Essay Paper on Commercial Analysis Essay: Old Spice

Commercial Analysis Essay: Old Spice

Product and service marketing has undergone significant improvements in recent years. Media platforms, such as print media and television, have played a vital role in this regard. These platforms are used in marketing products and services to customers because of their capacity to reach a broad consumer base. This commercial analysis focuses on an Old Spice television commercial that can also be found on digital platforms, such as YouTube. This essay explores the subject or topic, audience, and purpose of the commercial as well as rhetorical appeals, including ethos, pathos, and logos.

Subject/Topic, Audience, and Purpose

Old Spice is a household name and a renowned brand that deals with the manufacturing and distribution of products for male hygiene and grooming. The company was founded in 1938 and was later acquired by, the now parent company, Proctor and Gamble from the Shulton Company in 1990. The acquisition saw the company shift from a target audience or customer base of old individuals to young people, falling between the ages of 15 and 35 years. Under the new brand name of Old Spice, the company has sold thousands of products, making it one of the leaders in the global market in the sector. The company’s improvement in marketing strategy was witnessed in February 2010 with the release of the ad “The Man Your Man Could Smell Like” (O'Leary and Wasserman). The commercial majorly targets an audience comprising of young men and women, with women being the center of focus. This is because of the use of words such as “Hello ladies” and “I am the man your man could smell like” (Old Spice). The primary purpose of the commercial is to convey the message that Old Spice is a leading and high-quality body cleansing product, specifically for young adult men.

Rhetorical Appeals

The rhetorical appeals used in the commercial are ethos, pathos, and logos. Ethos, which refers to the ethical appeal, entails the character and credibility of the narrator in the commercial in seeking approval (Tracy). The narrator in the commercial is an attractive young man known as Isaiah Mustafa, a former NFL sportsman. Mustafa, who is the face of the commercial, is good looking, muscular, tall, and has a well-toned body. In addition to the physical traits of Mustafa, he carefully chooses and uses a language that is appealing and appropriate for the audience and the subject at hand. For instance, the character says that “anything is possible when your man smells like Old Spice and not a lady” (Old Spice). This statement seeks to have the audience approve the product Old Spice and give it a preference at the expense of alternative products available in the market. The audience is also likely to approve the product Old Spice attributing the man’s attractive physical appearance to it.

The ad uses pathos to convince or persuade the target audience to purchase the product. Pathos, also known as emotional appeal, means the persuasion of an audience by appealing to their emotions (Tracy). The Old Spice commercial arouses the audience’s emotion to have them approve the product. The man, who is the face of the ad, tries to invoke the audience’s emotion by insinuating that he is a perfect man, thanks to Old Spice. He convinces the female audience to look at him and back to their men. He stresses that ladies are likely to see or realize that their men are not like him. However, by stopping using lady-scented body wash and switching to Old Spice, their men could smell like him. Such statements are emotionally appealing to the female audience, in particular. Females may instantly develop a love for the product and convince their partners to switch to it.

The commercial also uses logos to convince or persuade the target audience to purchase the product. Logos, also known as appeal to logic, means the persuasion of an audience using logic or reason. Logos is often developed through the use of advanced and theoretical language, as well as the construction of logical arguments (Tracy). Logically, most women will find that their men do not physically resemble the man in the commercial. Another logic is that the audience will fall in love with Old Spice because of its pleasant scent and positive impact on the body. Most consumers purchase products that will leave long-lasting positive impressions or effects on them. This logic is enough to convince the target audience to shift to Old Spice.

Conclusion

Old Spice is a renowned brand. Despite being a household-name, Old Spice is doing everything possible to assert its presence. The continued assertion of presence is through commercials, such as “The Man Your Man Could Smell Like.” The ad majorly targets an audience comprising of young men and women, with women being the center of focus. The ad has achieved its goal of persuading or convincing the audience to consider purchasing or shifting to Old Spice through rhetorical appeals of ethos, pathos, and logos.

 

Works Cited

Old Spice. Old Spice | The Man Your Man Could Smell Like. YouTube, 4 Feb. 2010, www.youtube.com/watch?v=owGykVbfgUE

O'Leary, Noreen, and Todd Wasserman. “Old Spice Campaign Smells Like a Sales Success, Too.” Adweek, Adweek, 25 July 2010, www.adweek.com/brand-marketing/old-spice-campaign-smells-sales-success-too-107588/

Tracy, Brian. “Three Elements of Persuasion - Ethos, Pathos, Logos.” AMA, 24 Jan. 2019, www.amanet.org/articles/three-elements-of-persuasion/

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