Old Spice

Old Spice: To Become a Man
Old Spice is a fragrance product created in 1934 mainly for women’s use. Later it was introduced to men. Nowadays, commercials and advertisements have now been focused on men rather than women. Grooming tools have been focused on men because they are more financially successful rather than when it’s focused on women. People can use any products that they want, yet people choose this product because of the presentation of the advertisement. The man on the horse creates a feeling that one could fantasize about. His purpose is being persuasive to capture new audiences into using their product.
The format of the picture has the man on the horse who is topless with a six pack. You can tell that he is wealthy because he is on a beach, topless on a horse, with a scarf around his neck. Many men fantasize about becoming rich and getting a six pack. All men want to change the way they look and feel confident about how they look. Old Spice manages to create a fantasy for men who aren’t what they want to be. They establish a motto that all men should use this product if you want to smell like a man and feel like man. The man riding the horse is centered in the middle of the picture holding the deodorant. All eyes look at the center of a picture rather than a corner.
The focal point of the picture leads to the middle of the page to where the man is. By looking at the man first, people get the idea that “I can become like him if I use this product.” So, they fantasize getting shredded with muscles and feeling confident to ask a girl out. The background is set up to be on the beach. There is palm trees and the ocean in the background also. The setting and theme creates a visual scenery for men who fantasize about the beach. Many men fantasize about being on the beach and getting the ladies.
The purpose of this advertisement was to try and convey new customers into buying their product. Most men are always working and trying to maintain a clean and fresh hygiene. All men sweat and produce smells that are not exceptional in today’s society. The advertisement focuses on men rather than women. Old Spice had a purpose, and that purpose was to humiliate men for not using their product. They claim that they do use their product, they will feel like a man and smell like a man. They will gain confidence in themselves whether it is getting the ladies, or getting wealthier.
Old spice uses a tactic that allows them to be persuasive to their audience and pull in new customers.
They focus their age groups towards teens and adults. The advertisement focuses on men rather than women. Unless there are females who want to smell like male and masculinity. At the age of puberty, many teens fantasize about getting fit and smelling good. Old Spice creates the fantasy for male teens and adults. Old spice also creates a sense of humor in their advertisement. It’s funny to see a man shirtless on a horse, holding a product and just looking into the audience’s eyes smiling with confidence. This sense of humor creates happiness which persuades the audience to buy a
product.
In American society people are judged by their smell and the way they look. Many people judge themselves and are always trying to improve their self-esteem. When the audience of the advertisement focuses on the idea, they seem to be sucked into that idea of being glamorized. To be fit, to smell good, and to be “manly”. Most men do not have to be fit or to smell good to be manly. There is no smell that can describe what a man should smell like. Men can wear whatever they want to wear, and whatever smell they have won’t change them from being called a man. The idea of focusing on one gender creates an inequality for another gender or being. Indeed, people will still use any product that they want, yet some people will be sucked into this advertisement of wanting to see a fantasy of themselves, to have a purpose, and to feel clean and attractive.