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Old Spice ‘Smell Like a Man’ Advertising Campaign Case Study (2010-2014)

Rob Miller | Friday September 19, 2014

Categories: GCSE, Eduqas (WJEC) GCSE, WJEC GCSE Media Studies, Advertising, Intro to Advertising, Marketing, More on Advertising, Viral Advertising, Key Concepts, Audience, Narrative, Representation & Stereotyping, Hot Entries, New Media, Digital Media

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Institutional Factors

Old Spice is a historical brand (1937) of grooming products now owned (1990) by the oligopoly Proctor & Gamble which ensures and funds its high production value advertising – P & G are an American multinational who secured $83bn sales from their broad product range in 2014. Old Spice as a brand has a historical product of cologne, available in its original scent as well as in ‘Pure Sport’ format. In 2006 its OS Signature range won FHM’s Grooming Award for ‘best sporty fragrance’ while Old Spice Red products also include a scratch and sniff version – this is a crucial, and a common selling point for fragrances that run full page print adverts in magazines. Old Spice ran print adverts in FHM and Men’s Health targeting the lower end demographic C1, C2 D, 18-35 mainstreamers/aspirers.

Textual Analysis

The advert uses the secondary persona of a character who many audiences would be familiar with from a comedic television advertising campaign initially launched in 2010 but running right through to 2014. The print advert has tropical connotations and escapist imagery to appeal to an aspiring target audience who also appreciate the humour. While being physically dominant the character is also ridiculous and makes direct eye contact with the audience through facial expressions. His trim, muscular physique ties in with the target audience of Men’s Lifestyle magazines who also are known for their bar room banter’ editorial which encodes the myth of inclusive mode of address. The strapline “Become one of the freshest smelling places on earth? furthers the tropical connotations as the product is fore grounded, cradled carefully by Isaiah Mustafa to give it added value and of course introduce the brand’s newest product, shower gel/body wash and cream.

The familiar font of ‘Old Spice’ would be recognisable to older audiences since the 1970s, a time when the brand was...


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