Old Spice Advertisement Analysis

A stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing. Society has attempted to break free from all racial, religious and gender biased stereotypes. However, both Old Spice and Dr. Pepper have come out with new ads that’s pure foundation is reinforcing and bringing forth these same stereotypes that society has attempted to break free from. Despite the current trend of society these two companies released ad campaigns in order to appeal to the male segment of the population. Through the usage of both visual and verbal content, the advertisements for Old Spice deodorant and Dr. Pepper Soda appeal to men through the promotional idea that utilizing these products will result in retaining

Card stacking is a technique that advertising agencies use which promotes the product without actually explaining the benefits or stating any qualities a product may possess. For example, the print message of the Old Spice advertisement is short and simple; yet, the meaning is complicated and uncertain. The statement ends by addressing the audience of the advertisement with the word “man”. By using this technique the advertiser affirms that men are their target clientele. Additionally, this technique suggests that to be a man you must smell like a man. However, this poses a fairly simply question: what does a man smell like? This question is unanswered in the advertisement and provides no sense of what a man should smell like. This is an example of card stacking through the utilization of weasel words. Unclear or undefined language such as “like a man” provides no real information and is stated simply because it sounds good and will help promote the product. In truth there is no man smell just like there is no female smell. However, this weasel word does exactly what it is supposed to which is convince the viewer that there is such a thing as what men smell like. Once the audience believes they can “smell like a man” they desire this scent to reassure their manliness. However, since manly is not a scent there is only one way for these men to get the scent they desire: Old Spice deodorant. By using weasel words and providing the audience with an unattainable goal, such as smelling like something that has no specific scent, Old Spice spikes interest in their product. Men crave this manly smell to ensure that they are indeed manly and the only way men know to gain this manly smell is to purchase the product that is sold for the pure purpose of making men smell exactly how men should: like