Smell Like a Man, Man.

In a recent television commercial for Old Spice body wash, the viewers, whether they identify as male or female, are powerfully persuaded to go out and buy the product, due to several factors seen throughout the advertisement. The shirtless actor, the clever lines, the catchy slogan, the humor, and the memorable whistle all aide in building up the power of the advertisement and making the product memorable.

The advertising appeals used in the commercial are the appeals of sex/affiliation and dominance. Sexual references are always used as a successful way to sell products and grab the attention of viewers. The attractiveness of the person shown in the advertisement is a main factor in determining how many people will be persuaded by the advertisement. Customers will feel like they are closer to society's view on sex if they are in touch with the product. Also, society wants males to be more "dominant", and by buying certain products, he will be able to achieve that. Power is something that is liked, and by showing dominance and confidence in an advertisement, it will be sure to appeal to the targeted viewers.

In the Old Spice body wash commercial, the attractive and shirtless actor that is used captures the attention of viewers. Men want to look like him, and women want to be with someone who looks like him. Therefore, no matter who the viewer is, they will be persuaded to buy Old Spice body wash, whether it be for themselves or for someone else. Also, the commercial takes a comedic route to the cliche of sex sells, and the ridiculous lines like "Look at your man. Now back at me. Now back at your man. Now back to me." and "tickets to that thing you love" add a sense of humor in a sexual way in order to make the advertisement more memorable and unique, different from the usual ads that use sex to sell the product. Also, the actor is shown to be manly and dominant, something viewed positively, as opposed to unconfident and without a great body. So, the appeal of dominance adds on to the sex appeal, working together to create a powerful and memorable advertisement.

Link to the commercial:
http://www.youtube.com/watch?v=QChi_AOtSOo