Ad Deconstruction Essay

895 words - 4 pages

Advertisement Deconstruction

Old Spice is a prominent American brand of male grooming products. Old Spice has gained its popularity from humorous marketing campaigns. As a result from these marketing campaigns, Old Spice has become known in America for its jingle and famous slogan “Smell like a Man, Man.” The use of an emotional and physical appeal to get their audience to become engaged in the commercial is crucial. The appeal a company chooses to use in a commercial could de ermine whether or not that company will be successful. There are many forms of marketing that a company could use to grow economically and socially. The company Old Spice has become well known for ...view middle of the document...

The needs or desires that are being targeted from this particular commercial include: cleanliness, hygiene, self-improvement, and status. Overall the advertisers want you to believe that their product will transform you into a better smelling and irresistible man like the guy in the commercial.
A commercial’s pictorial composition is also very important in making an effective commercial. This Ad had two very distinct characters the attractive man and the product itself. These characters are displayed in a three different settings, the first is a bathroom where the man has just gotten out of the shower and is holding the body wash bottle in his hand with only a towel covering his waist, The second setting takes places on sail boat in the ocean where the man in still shirtless and holding the bottle and wearing only white pants with an ascot around his neck, and the Final setting is the man in the same outfit but this time he is sitting on a white horse in paradise. The outfit choice is very important because each detail is chosen for a purpose, in this case the purpose of the wardrobe is to keep the female viewers engaged. The name of the product is said about two times and it is also shown each time it is said. Although the product is only mentioned twice it is accompanied with the famous jingle and slogan which is important because that is the main source of familiarity a viewer associates the company with. Having a man’s voice narrate the commercial begins to set the mood and tone of the sound of the message. Bright and cheerful lighting is displayed throughout the commercial....

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