Ad Analysis Essay Eng 111
Old Spice Unlocks Your Man In There There are bodily hygiene advertisements in almost every magazine, TV station, radio station, billboards, and even postal mail. Every one of them is different and is trying to send a different message to a certain group that the product would most likely appeal to. The 0ctober 2011 issue number 1141 of Rolling Stone magazine there is an ad for Old spice men’s soaps, cologne, and deodorant that is a very interesting to the college age kids and music enthusiast that would normally read it.
Through the advertisements use of layout and models, Old Spice has effectively caught the eyes of the many people that would stumble across it. Like many of the advertisements in Rolling Stone magazine, the advertisement of Old Spice products was more comical and strange. This kind of advertisement would target the younger generation rather than the older generation that there ads had targeted before. The ad would attract more of a younger clientele because of its use of a younger generation’s version of a rocker and nerd to attract their attention.
The ad was staged in a college library with a college student that has been divided in half, on one side he is a nerd, yet on the other side is a rock musician. At the bottom of ad in the middle of the page there is print with the catch phrases that say, “Somewhere in there, there’s a man in there,” and “Smell better than yourself”, as well as the company’s main logo, and the main companies picture logo which is an old style cargo ship. There are no copies of any images or phrasings in this ad, but there are many other Old Spice ads that have similar catch phrases.
Even the other ads also tend to have the goofy and weird images in their ads. Though each one has the same message that if you use this product you will be as manly as me, all of the ads are also trying to reach out to both new and existing customers. They want you to either start using the product because of these reasons or keep using the product because of the same reasons. This advertisement seems to fit very well in this magazine because Rolling Stone magazine is based on music journalism.
Most of the people that read Rolling Stone magazine are the younger generation and are into keeping up with the music, trends, and anything else that might be happening in the music world. This is more of a rock magazine and trends to the rock/pop cultures of the music industry. People whom read this magazine are going to look at this ad with a rock star in it and be more interested in it than if it was a fishermen or something of that nature. The first catch phrase in the ad is, “Somewhere in there, there’s a man in there”.
They use this phrase with an image of a nerdy college guy on one half of the body and on the other half. In the ad it looks like some layers have been pulled off with a rock star that has a big flashy fictional guitar. By using this image with this phrase they were trying to say that using this product will bring out the man in you like what has happened to the man in the image, metaphorically speaking of course. They are using Ethos influence in this ad because they are using the influence of a rocker in a rock magazine to get you to buy their product.
The second catch phrase states “Smell better than yourself”. It does not really do anything for the ad but it has just that little extra something that just ties it off. Every ad has its small print no matter the value to the ads message itself, this text falls into that category. This text is located at the very bottom of the page and is in the finest print. It seems like it would be the last thing on the page that you would look at, thus making it the least beneficial to the overall advertisement. The main logo is what seems to be the second most ineffective part of the ad.
Though it is the company that sponsored the advertisement and the brand name but it just doesn’t catch the first glance of the advertisement. It is located at the bottom of the page just above the second catch phrase, with white print on top of a red ribbon layout with a star on each side. What seems to be the most attentive layout of the ad is the rock star side of the man in the image. The rock star has long black hair, black makeup around his eyes, no shirt, lipstick kiss prints all over his body, stud necklace and bracelets, as well as a huge fictional guitar with three necks on it.
One of the necks is a normal six string guitar, the second is a twelve string guitar, and the most unbelievable of the three is a saxophone. Hanging on one of the necks of the guitar is a girl’s bra. This part of the advertisement is the most important to the value and attraction of the ad. Since the ad is in a pop/rock culture magazine, this would be an obvious attention getter that would stop many of the readers of this magazine. The other side of the man is the nerdy college student.
He is the other half of the main attention getter. He has short curly brown hair, glasses, a white t-shirt and his back pack which is the other side of the guitar. But one of the differences in this side of the attention getter to the other is the fact that the nerdy side is holding the product that is being advertised. This is a very important part of the ad because it gives the audience the impression that showing the product being used by the nerd and after using it he becomes a rocker.
The audience can see what is being sold or offered in the ad which may make them more interested in buying the product. On the actual product label it says, Old Spice: Afterhours. It seems like the ad is trying to use the rocker as a part of the Afterhours theme due to the known fact that rockers are the late night kind of people. The nerd is not as likely to be out in the so called Afterhours and by using the product that you will become the late night kind of guy which is the rocker half of the body.
There are many different bodily hygiene ads in the media today. In this ad from Old Spice in the Rolling Stone magazine, they have effectively used model layouts and catchphrases to get it message across. The younger generation or music enthusiast that read this magazine will be skimming through the pages, see this ad and how the rocker fictionally emerges from the nerd after using this product, and want to get some Old Spice Body wash. Old spice, Advertisement, Rolling Stone, Oct 13 2011 issue 1141, Print