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W & K Old Spice Essay

745 Words3 Pages

You have a job in advertisement. Whether you actually do have a job in advertising, are unemployed, or have some other job or career, you work in advertising. Advertisements are television commercials, poster ads, billboard ads, signs, and more. The people responsible for creating those different advertisements are communication designers, and the advertisements are there messages to you, the consumer. A designer is an inventor. In the world of advertisement, the communication designer and consumer play equal parts for the advertisement and product to be a success. The communication designer is responsible for the compelling visuals that drive consumers to purchase many products. A communication designer shouldn’t be confused as a graphic …show more content…

An example of the sender encoding a message effectively was the Old Spice campaign “The Man Your Man Could Smell Like.” It appealed to both men and women. The communication designer did his/her research which was explained in W+K Old Spice Case Study (2010), “With women making more than half of all body wash purchases, we decided to target men and their ladies at the same time” (00:10). The result was a successful campaign. An example in which the receiver didn’t decode the message correctly was in the case of the Edson car advertisement. The car was “the car of the future.” However, the consumer didn’t believe it was and didn’t like it. Cavett and Geary (1999) interview Rance Crain explaining this, “The more the advertising ran, the more the people had a look at the product, and decided they didn’t want anything to do with it. And the quicker the product failed” (08:23). Consumers didn’t see the fact that they could be the future; they didn’t like the idea. People didn’t decode the message the way the sender intended. In result, the campaign failed. Both communication designer and consumer are important in the success of an ad and product and must do their part to reach that

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