Blog Post #8: Rhetorical Analysis

09/11/2016

https://www.youtube.com/watch?v=owGykVbfgUE

Old spice commercials have been around forever and have even created memes on the internet due to their quirky presentation. They have a number of video advertisements and image advertisements that continue to sell their "manly" scented body wash that will make a man out of anyone. This particular ad is one of their earlier and more famous ones and features an extremely masculine individual selling the product, but to who?

Well, if it was not obvious by the continuous tag lines featuring the word "man" or "manly" it is directed towards young or older male adults. These adults could be wanted to smell more masculine or attract the opposite sex. However, it is not solely based on a male target audience as in this particular ad it continuously mentions that if a woman's partner used this they would give her all that she ever wanted. It uses the idea that if a man became more masculine they would provide all that the woman wanted, all they have to do is buy this for their man. So, even though this ad is selling a product for men it is not only targeting a male adult following but also a female one.

To entice the audience as well as promote the product, the advert uses mainly ethos and pathos to persuade the target population. For ethos, the advert does not use a qualified celebrity or authentic individual as the actor was made famous by the ad. Instead, they take advantage of the actor's masculine form and behaviour which expresses the desired masculinity of the audience. The advert is extremely aware of this as it even references it within the speech of the actor. Presenting us with a superior masculine individual, drive the audience to want to be like him and for a woman to want their partner to imitate him as well. The ethos within this promotion is reinforced by continuous pathos which is constant throughout the video. The character speaks to the female audience promising that they will have what they want from a man if they use Old Spice Bodywash. Infatuating the women with promises of diamonds, beauty and tickets to their favourite show, all which are stereotypical materialistic things women desire from a significant other.  This not only relates to the typical wants of a woman but also a man, with a number of men in society wanting to attract women or please them. All these elements are highlighted by the outrages or quirky nature of the advert, using hyperboles to establish a underlining theme or concept.