Old Spice Magazine Advertisement

Paper Summary:

This advertising study aims to identify the cultural, psychological, and marketing of "desire" that arise within an advertisement for Old Spice. The paper focuses on a specific magazine advertisement for Old Spice and discusses how it markets "desire" to its audience. The paper discusses whether this form of advertisement is effective for the specific product of Old Spice.

Table of Contents:
Introduction
Section I: The Culture of Desire: Old Spice as a "Classic" Brand
Part II: The Psychology of the Macho "Experience" in Advertising
Marketing Old Spice To Younger Males with Brand Name, Language, and Value-Based Assessments
Conclusion

From the Paper:

"Desire is the central marketing device used in this market strategy, which can only explain the main reasons why Old Spice chose this image through a magazine medium. The emotional and intellectual appeal of this type of marketing is attempting a modern stylization of a classic theme that is attempting to revitalize a brand name that is currently out of synch with mixed-gender norms. The intellectual factors involved in the use of desire to stimulate an audience is the refinement of the vehicle and the normative corporate appearance of the man climbing out of it. This type of desire is geared toward a feeling of security and refinement even though there are few men in the world that can actually drive and command such a vehicle. Without the product actually being shown in the Ad, this differentiates Old Spice from other competitors, but does not adequately persuade the audience merely because of the products traditional classic appeal. The market vale-base of the product certainly would attract the desire of upper age bracket customers, but the attempt at finding a younger, more sophisticated male audience through machismo is highly contradicting the cultural, psychological norms of the early 21st century."

Sample of Sources Used:

• Arens, William F. Contemporary Advertising. New York: McGraw-Hill, 2007.
• Austria Del Rosario, Llewelyn. "Macho vs. Metro: Meet the Metrosexual. 2006. American Chronicle.com. 12 April, 2007. < http://www.americanchronicle.com/articles/viewArticle.asp?articleID=11975>
• Du Plessis, Erik. The Advertised Mind: Ground Breaking Insights Into how Our Brains Respond to Advertising. London: Kogan, 2005.
• Flocker, Michael. The Metrosexual Guide for Style: A Handbook for the Modern Man. New York: De Capo Press, 2003.
• Higgins, Denis. The Art of Writing Advertising: Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves. New York: McGraw-Hill, 2003.

More papers on Old Spice Magazine Advertisement:

• Analytical Essay # 133111 : "The Marketing of Desire"
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