Over the years companies have sought to develop quality products for Americans, seeking out business for a lifetime. Deodorant companies are no different and have worked for specific angles to attract customers, hoping to be more than a product, more of a way of life for each individual. Old Spice, more than just a deodorant, represents a rich history of confidence and success that men can be proud to be a part of.
For many years, the symbol of Old Spice has been a ship at sea. While the symbol may vary slightly, it always remains similar, as one of the main pitches was that of masculine men at sea. One commercial portrays a young man following an older and handsomer male with an attractive woman. At the end of the commercial, the announcer says, “Perhaps its one reason women have always impatiently waited for their men to return from the sea”. Another newer add is known for saying that if your father or grandfather had not used Old Spice when younger, you would not exist. By saying this, the company implies that simply by using their product, your life is enriched with women waiting on you and willing to do anything for you. While we know this is not necessarily true, we as consumers are lured into purchasing it in hopes of being successful with the opposite sex.
Current adds produced also play on our subconscious, using high profile sports stars, celebrities, and other well know popular figures of society. Such athletes and celebrities as Tony Stewart, Brian Urlacher, and LL Cool J have all made guess appearances. These are men at the top of their sports or professions and all claim to use Old Spice as their deodorant of choice. When we see these confident, successful men we feel a sense of power and strength and to be the best in our own lives. Simply by using the deodorant we feel more confident and capable to handle the troubles of the day with ease.
With advertising agencies working to delve deep into our subconscious train of thought, it is no wonder we as purchasers find one brand early in life and stick with it for the rest of our lives. With a long lasting company in Old Spice, customers can easily be hooked for life, enticed by the hopes of success, woman, power, and confidence. With one simple product, men everywhere are surer of themselves and carry themselves with dignity and pride.
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Lyndon I totally agree with your perspective that Old Spice advertisements and such things influence the male consumers greatly. What heterosexual male would not be swayed by the women used in these advertisements? Their ads not only use women in them but also how you got into this world, hopefully we all know how that happens. This campaign gives young men hope around the world that if they use the Old Spice products they will get women easily. These ads go directly for every man in society and if Old Spice has been around all these years these ads must be working.
ReplyDeleteI had never really looked at the symbol of Old Spice until now. A ship at sea is definitely something that would play on our subconscious, because we typically associate it with an older time. This supports Old Spice's endeavor to show people today how the brand has been around for so long that even your grandfather may have used it. I like how you also talk about the advertisements that use sex as a selling point, because it shows how even though Old Spice is old the company is becoming more modern and is trying to capitalize on what youth today perceive to be important. I can see why a male teen or young adult could be easily swayed to purchase this product.
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