Advertising: Old Spice Analysis

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Advertising: Old Spice Analysis

Old Spice:


Who does the advertisement appeal to? How do you know this?
The poster advertisement applies to men. This has been showed through the companies catch phrase 'Smell like a man, man'. It is also shown as a male product, as there is a man holding the product.

The 'Old Spice' vintage television advert is aimed at older men, for example (fathers and grandfathers). We can tell this, as the only actors in the advert are men. The 'sirens/mermaids' swimming towards the ship may symbolise that women are attracted to the men who wear this brand of aftershave. The use of the ship logo and the product being for men may have a link, as sailors used to believe that it was seen as being bad luck for women to be aboard a ship. So the aftershave is only advertised for men because women should not have it.

The 1970's Old Spice advert is aimed again at older men, as the advert is of a man (who is surfing). The use of the opposite gender, again suggests that the women are 'supposed' to be attracted to the men who use the aftershave. 

The 2010 Old Spice advert is aimed more towards women (to buy the product for the men) this is shown when the actor says 'Hello Ladies'. The product in the 2010 advert is aimed at younger men.


What parts of the poster contribute to engaging that audience?
The target audience is engaged with the poster,as it is eye-catching (the setting and the actor on a horse). The actor is a man, which suggests that it is a male product. However the setting may be more aimed at women, who would buy the product for the men. The man in the advert holds 'diamonds' in his hand before it turns into the aftershave. The use of the diamonds suggests that 'Diamonds are a girls best friend'. 


How is the product featured in the advertisement?
The product is featured in the advert, as it is in clear view, for the audience to see. The actor is holding the product on his hand to show that he is showing off the product. They is also done because they want to show that this could be your life and that your life could be better.


How do all the parts of the poster campaign work together to sell their product?
The poster campaign sells their product by having an actor be on a white horse, on a picturesque beach. This will be because they want the product to sell well, so the advert will appeal to women to show that this could be their husband/boyfriend etc...
The man in the advert also shows that men can be more manly if they use this product, and it will make them more powerful.



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