Advertising Appeals

The old spice commercial “The Man Your Man Could Smell Like” is a powerful and persuasive advertisement because it promotes the idea that its product will allow any man to achieve at least one aspect of the level of success and allure, which the commercial’s main character exhibits. The ad essentially follows a handsome, African-American man who opens the commercial by addressing all ladies and asserting that while their men cannot be him, they can at least smell like him by using old spice body wash. The commercial is outrageous in tone and follows the character as he travels from a bathroom to a boat to riding a horse, all seamlessly transitioned, but at the same time the ad is effective in getting across its central point. While the commercial is humorous, it is also memorable and makes men want to buy its product to emulate the stylish and sophisticated man of the ad.

The appeal used in this advertisement, though in a humorous and hyperbolic manner, is the appeal to achievement and prominence. Essentially, this type of appeal is connected in peoples' minds with being successful, respected, and seen as high-class. Any product that uses this appeal would basically be saying that it will either make or help someone move up in the world, become more prestigious and achieve greatness. Such appeals are not always accurate, but it is peoples’ desire to be above those around them that compels them to purchase the product, in an effort to gain a competitive edge in the world.

The “Man Your Man Could Smell Like” commercial is a clear example of an ad utilizing the achievement and prominence appeal because its message is that if a man uses old spice body wash, they will be more like the man in the commercial. This man is portrayed as handsome, successful, and suave, all of which are characteristics commonly sought out by men and thought of by men as irresistible to women. The style of commercial makes it memorable by being humorous, but the main appeal is in comparing the fictionalized “man” to the actual man watching the commercial and saying: do this and you can achieve the status of a prominent, awesome hunk like me, which is something you should all want.

The original commercial: http://www.youtube.com/watch?v=owGykVbfgUE