Advertising Techniques Used in the Old Spice Commercial

Your University of Affiliation
Advertising Techniques used in the Old Spice commercial –
The Man your Man could Smell like
Your Name
Your Professor’s name
November 7, 2017
Introduction
The commercial of Old Spice entitled The Man your Man could Smell like, has garnered almost 54 Million views as of today in YouTube. This is not yet counting the amount of views that it has in other social media channels, as well as when it was played on T.V. In other words, this shows that this commercial has been a very influential and entertaining since it has not only been successful in itself, but even in setting the stage for succeeding commercials which had become highly anticipated by consumers since then. Nonetheless, this commercial video was only thirty seconds in length, but was packed with exquisite details and delivered with a very unique strategy, which made it very successful. In this article, the author would discuss some elements including the visual and content, which has made it very effective for getting the attention of the consumers. More particularly, the next section would first be dedicated into analyzing the video in specific details, including common advertising techniques such as association, claims, color, and composition. While the first two elements are techniques used in the video relating to message’s content, the succeeding two are those relating to the visual elements that could be found in within. Nevertheless, the author of this article believes that the main reason for this commercial’s success is due to the strategic combination of these classic advertising techniques.
A Perfect Combination
Perhaps one of the most obvious advertising techniques that were used in the commercial was “Association”. According to Hudgins, association is the technique of “Associating a product or company with a famous person, catchy jingle, desirable state of being or powerful emotion creates a strong psychological connection in the customer”. In the video presented, this technique could clearly be seen with how Isaiah Mustafa (the actor) associated his characteristics of having a good physique and sexy voice with his usage of the Old Spice After Hours body wash. Other associations were also done, although most sub...