Old Spice Descriptive Paper
Kimberly Adams
Professor Hill
ENGL 2301-01
16 September 2015
Rhetorical Analysis Paper
I am doing my rhetorical analysis paper on an Old Spice commercial. The commercial over all implies that “any man can achieve the image of the perfect man along with acquiring the same luxuries only if they use this product.” The old spice company used a plethora of techniques and strategies to appeal to their target audience. They used these techniques to convince them to go out and purchase their product. Old Spice commercial is traditional for making puns at gender stereotypes, such as, “if your man stopped using ladies scented body wash, he could smell like me.” Insinuating that he could smell like a real man.
Old Spice commercials also referred to as man-mercials are targeted towards teenage to middle-age men but it also addresses women who want their men to be more desirable or attractive. However, this commercial would mostly impact men who are highly insecure about themselves.
Old Spice starts with ethos, by using a male image to appeal to the target audience as the perfect man (tall, dark, well built and handsome). This helps the viewer to subconsciously make the connection that “If I use this product I could look like the man on the Old Spice commercial. Therefore, establishing credibility.
Every human being to some degree desires the finer things in life. Old Spice uses this urge to gain the target audiences attention buy insinuating that the narrator of the commercial (the perfect man) has the power to have the finer things such as the diamonds that flow from the palm of his hand like running water, tickets to whatever the lady wants and a boat. Old Spice uses pathos to appeal to the audiences’ insecurities and their perception of the perfect man.
By using imagery, the Old Spice company appeals more to logos more than pathos and ethos. The tall, dark and handsome man with no shirt on, stepping out of the shower, and showing him on a boat with a beautiful backdrop. The main point is that using Old Spice will make you smell better. Making the person who wears it an overall attractive man. Clearly stating that on your next shopping trip be sure to buy Old Spice.