Cont

entAnal
ysi
soft
heSel
ect
edOl
dSpi
ceAdv
ert
isment
s

Abst
ract

Adv
ert
isement
sar
emadet
opr
omot
eandi
ncr
eassal
es.I
thasmanyt
ypesandki
nds.A

Bandwagonadv
erti
sapr
opagandat
echni
quewhi
chi
smost
lyusednow.I
tpr
oduces

t
hebandwagonef
fectwhi
chi
sthet
endencyt
omaket
heconsumer
sfol
l
owwhatar
ethe

t
rendsandf
adst
hatoccur
.Theobj
ectoft
hisst
udyi
nthi
sst
udy
,ar
ethe3sel
ect
ed

adv
ert
isement
sofOl
dspi
cepr
oduct
.Thi
sst
udyai
mst
oanal
yzet
hesi
xmodesmodes:

l
i
ngui
sti
c,audi
o,spat
ial
,or
al,
visual
,andgest
ural
modes,
insomepar
tsoft
he3sel
ect
ed

adv
ert
isement
sofOl
dspi
ceusi
ngmul
ti
modal
i
ty.I
nanal
yzi
ngt
hemodesoft
he

adv
ert
isement
sIusedKr
essandLeeuwen'
sMul
ti
modal
Discour
seAnal
ysi
s.I
nthi
s

st
udy
,thedat
asar
eanal
yzedbydi
ssect
ingt
hescenesi
neachOl
dspi
ceadv
ert
isment

t
olookf
ort
hemodeormodest
hatar
epr
esentandf
urt
heranal
yzet
hecont
ent
.Ther
ole

oft
hechannel
wer
eal
soanal
yzedaf
ter
.Ther
esul
tsshowst
hatt
hemodespl
aysan

i
mpor
tantr
olei
ncr
eat
ingani
mpact
ful
adv
ert
isement
.Al
so,
theOl
dSpi
ceadv
ert
iser
s

most
lyusedgenderst
ereot
ypesonbot
hsex,
inpr
omot
ingt
hei
rpr
oduct
.Mor
eov
er,

bandwagonadv
ert
isementaf
fect
sthev
iewer
sbyf
ocusi
ngont
hei
rtar
getaudi
ence'
s

desi
ret
obei
ncl
udedandnott
omi
ssoutagoodpr
oductespeci
all
yifi
tisv
iewedason

t
rendorcanmaket
hem f
eel
theybel
ongt
othesoci
eti
esst
andar
ds,
whi
chl
eadst
othe

company
'swi
desuccess.

KeyWor
ds:
bandwagonadv
ert
isi
ng,
mul
ti
modal
discour
seanal
ysi
s,modes,
oldspi
ce
I
ntr
oduct
ion

Adv
ert
iser
snol
ongerl
i
ket
obeupf
rontaboutt
hepr
oduct
stheyar
e

t
ryi
ngt
opr
omot
ebutt
heyf
ocussol
elyonbandwagonsandsoci
alt
rends.

I
nst
ead,t
heywor
ktopi
quei
nter
esti
nthei
rcommer
cial
sbyi
ncl
udi
ngal
ot

ofambi
guousl
anguagei
nthem.Onef
ir
mthati
swel
l
-knownf
ort
hisi
sOl
d

Spi
ce.Theysel
lbodywash,deodor
ant
,andot
heri
temsf
ormen.Once

peopl
ear
eint
erest
ed,t
heycanr
eal
i
zet
hatt
hemani
ntheadv
ert
isi
ng

di
spl
ayscer
tai
nmanl
ytr
ait
sthatar
eval
uedi
nourcul
tur
e.Addi
ti
onal
l
y,

somev
iewer
smi
ghtf
indi
tincr
edi
blyat
tract
ivet
hatabeaut
if
ulwomani
s

gazi
ngatt
hemanwhi
l
ehei
sint
hebat
htub.Becausei
timpl
i
est
hatt
he

adv
ert
isedpr
oductwi
l
lpr
omot
emascul
i
nit
y,t
het
extsuppor
tst
her
eader
s'

i
nter
pret
ati
onsofwhatt
headv
ert
isi
ngi
sat
tempt
ingt
oconv
ey.Thet
inyOl
d

Spi
cesoapbot
tl
esi
nthecommer
cialser
vet
omakei
tobv
ioust
hatt
hisi
s

t
he i
tem i
tis at
tempt
ing t
o pr
omot
e.The pr
oductbei
ng sol
dint
his

adv
ert
isi
ngi
ssoapf
ormen.TheOl
dSpi
ceadv
ert
isi
ngcampai
gnr
oset
o

pr
omi
nencei
nsoci
almedi
aadv
ert
isi
ng.

The campai
gn successf
ull
y combi
ned el
ement
sfr
om t
he t
hree

mar
ket
ingmedi
a,pai
d,owned,andear
ned,i
nor
dert
oreacht
hei
rtar
get

demogr
aphi
c.Thi
sef
fect
ivel
yengagedt
hecampai
gn'
saudi
ence.Men'
s

pr
oductOl
dSpi
cemadet
hedeci
siont
ochangewhot
hei
rtar
getmar
ket
was.I
ttar
get
edt
hel
adi
esi
naman'
sli
fer
athert
hant
hemenf
orwhom t
he

pr
oducti
sint
ended.

Li
ngui
sti
cModes

Text
:SMELLLI
KEAMAN,
MAN.

Ol
d Spi
ce has r
evi
ved i
ts

'
Smel
lLi
keaMan,Man't
agl
i
nei
nanew

campai
gn t
hat mar
ks t
he t
ent
h

anni
ver
sar
yoft
heor
igi
nalcommer
cial
.Speaki
ngdi
rect
lyt
othef
emal
e

audi
ence,t
hel
eadchar
act
er(
Isai
ah)ext
olshi
smascul
i
nit
ywhi
l
eimpl
yi
ng

t
hatal
lthe'
regul
arj
oes'i
ntheaudi
encecoul
d embr
acemanhood by

smel
l
ingl
i
kehi
m,smel
l
ingl
i
keaman-al
lthewhi
l
etaki
ngasubt
lej
abat

wont
ed ef
femi
nat
efr
agr
ancest
hatmensupposedl
yempl
oy.Whi
l
ethe

communi
cat
ionr
anal
ongt
hinl
i
nesofpol
i
ticalcor
rect
ness,
itwoul
dnotbe

specul
ati
vet
osuggesti
tcar
ri
edapot
ent
ialr
iskoff
all
i
ngonei
thersi
deof

t
he f
ence.Yet
,the campai
gn made a name f
ori
tsel
fwi
tht
he spot

becomi
ngoneoft
hemostpopul
arcommer
cial
sofr
ecentt
imes,hav
ing

cl
ocked wel
lov
er50 mi
l
li
on v
iewson YouTube,i
n addi
ti
on t
o hav
ing

becomeapopcul
tur
eref
erence.Whi
l
ethest
oryl
i
nef
orbot
hthespot
sis

sl
i
ght
lyandev
ersov
aguel
ydi
ff
erent
,theumbr
ell
athemeoft
hecampai
gn
hasi
tsi
mpr
intonbot
htheadv
ert
s.Thebr
andhasr
eveal
edt
hatt
hespot
s

wi
l
lseepr
esenceacr
osssoci
almedi
a,especi
all
ydur
ingt
heweekl
eadi
ng

upt
otheSuperBowl
,andhasal
sohi
ntedatt
heappear
anceoft
heOl
d

Spi
ceGuydur
ingt
hebi
ggamebr
oadcast
.

Audi
oModes

TheOl
dSpi
ceManpr
omot
esanunr
eal
i
sti
cideabydescr
ibi
ngt
he

"
idealman"asanAdoni
sthatexudesst
rengt
h,power,
weal
thandphy
sical

super
ior
it
y.I
tcausesment
obej
eal
ousofhi
m andwomant
odesi
rehi
m.

Must
afaast
hef
aceoft
heOl
dSpi
cecampai
gnwasabl
etocr
eat
ea

char
act
ert
hatwasat
tract
ive,
easyt
orecogni
zeandst
rongenought
oleav
e

al
ast
ingi
mpr
essi
on.Wi
thbr
il
li
antcast
ing,Ol
dSpi
ceusedsev
eralt
act
ics

t
echni
quest
omaxi
mizei
tsi
mpact
.hemusi
cbui
l
dsupatt
hebegi
nni
ngand

get
slouder
,whi
chcr
eat
esasuspense.I
tisv
erycal
mingwhi
chsui
tst
he

backgr
oundi
mages,oft
hemor
ningsunr
ise.Thesongsoundsl
i
kecl
assi
c,

mai
nlypl
ayedbyv
iol
i
nsandy
ounot
iceoneshotatt
heend,t
heyhav
e

act
ual
l
yshotwher
ethemusi
ciscomi
ngf
rom,i
nar
oom f
ullofpeopl
e

pl
ayi
ngv
iol
i
nsandatt
hispoi
nt,
themusi
cst
ops.Thi
scr
eat
esar
ealf
eelt
o

t
hemusi
c.I
nthi
svi
deo,t
heyhav
eusedl
otsofpeopl
eini
t,showi
ngt
hem

l
ear
ningnew t
hingsordoi
ngt
hei
rhobbi
es,whi
chencour
agesl
ear
ning.

camet
oaconcl
usi
oni
sthatt
hisi
sav
erysuccessf
uladv
ertbecauseoft
he
st
ati
sti
csandpopul
ari
ty.Per
sonal
l
ythi
sisagr
eatcr
eat
ionofanadv
ert
,

becausei
tincl
udes,
humor
.whatmakesi
tst
andouti
sther
epet
it
iveuseof

f
eart
oper
suadet
hemal
eaudi
ence.I
thasahi
ghchanceofwor
kingandi

bel
i
evei
twi
l
lwor
k.

Spat
ialMode

The r
epr
esent
ati
on ofmascul
i
nit
y

hascomeal
ongwayf
rom i
tsr
igi
d

st
ruct
uresandi
snowconsi
der
edt
o

be compar
ati
vel
y f
lui
d.

Adv
ert
isement
stapont
ofeat
ures

weasasoci
etyunconsci
ousl
ycr
avet
oemul
ate.Adv
ert
isement
sal
sohav
e

t
hepot
ent
ialt
oshapeandal
tert
heway
sgenderi
sper
cei
vedamongt
he

col
l
ect
ive.Thust
hef
eat
uresofgendert
hatadv
ert
isement
schooset
o

emphasi
zeonandt
hei
rev
ent
ualsuccessorf
ail
urer
atedependsont
he

codest
heyut
il
izei
nthei
rnar
rat
ive.TheOl
dSpi
ceadschooset
ohi
ghl
i
ght

t
hequal
i
tiesov
ert
heact
ualpr
oducti
tsel
f.Whi
l
ethecampai
gnendedi
n

bet
tersal
es,i
tisagambl
eandcoul
dhav
eremai
nedanar
ti
sti
cendeav
or,

notent
ir
elyconnect
ingwi
tht
heaudi
ence.Theyhav
epi
tt
edl
adi
esscent
ed

bodywashagai
nstOl
dSpi
cewhi
l
eappeal
i
ngt
oaf
emal
eaudi
ence.A

f
emi
nistcr
it
ique,
especi
all
yofmuchoft
hei
rpr
intadswi
l
lrev
ealt
hedi
spl
ay
ofpoweri
mbal
ances.Ol
dSpi
ce’
s‘TheManYourManCoul
dSmel
lLi
ke’

campai
gni
sanact
iveacknowl
edgmentaswel
lembr
aceoft
hesemi
oti
cs

t
hatgoesbehi
ndcr
eat
inganadv
ert
isement
.Howev
eri
tcanal
sobet
he

per
fectcampai
gnt
odi
spl
ayt
henegat
ivesofusi
ngsemi
oti
canal
ysi
sto

bot
hcr
eat
eanadv
ert
isementaswel
last
ocr
it
iquet
heendr
esul
t.

Or
alMode

Bot
hadsar
ecompactwi
tht
henar
rat
ive

becomi
ngmor
eandmor
efant
ast
icaland

absur
dasi
tpr
ogr
esses.Themonol
oguei
s

st
ruct
uredt
orecal
lar
esponsef
rom t
he

audi
ence and i
s di
rect
lyt
arget
ing t
he audi
ence as wel
l
.The man i
n

quest
ioni
sIsai
ahMust
afa,af
ormerf
oot
bal
lpl
ayerwi
that
onedphy
sique.

Thecamer
amov
esal
ongwi
thhi
m,act
ingasourey
esi
ntohi
swor
ld.The

audi
ence’
sfami
l
iar
it
y wi
tht
he act
ori
s cr
uci
alas i
tist
hrough t
his

connect
iont
hatt
heaudi
encei
slur
edi
ntot
hewor
ldofsi
gns.Hei
sa

si
gni
fi
erf
ort
henumer
ousqual
i
tiesOl
dSpi
cewi
shest
oendor
se.

Must
afa'
sof
t-
mimi
ckedopeni
ngl
i
nes—"
Hel
l
o,l
adi
es.Lookaty
our

man.Nowbackt
ome.Nowbackaty
ourman.Nowbackt
ome"
—pr
ovi
ded

f
ant
ast
icf
odderf
orwat
er-
cool
erandbr
eakr
oom chat
s.Thatbi
t,al
ongwi
th
ot
herl
oopyl
i
nesf
rom t
hespot
,ent
eredt
hel
exi
con,punct
uat
edl
ate-
night

t
alk-
show monol
ogues,pepper
ed sket
chesonSat
urdayNi
ghtLi
veand

punched up cor
por
ate and pol
i
tical speeches. Ul
ti
mat
ely
,Must
afa

pr
ocl
aims,"
I'
m onahor
se,
"andi
ndeedhewas,sl
i
dingi
ntot
hesaddl
ewi
th

hel
pfr
om machi
ner
yhi
ddenf
rom t
hecamer
a'sgaze.

Vi
sualMode

Theadv
ert
isementf
orOl
dSpi
cewas

upl
oaded t
o popul
ar v
ideo-
host
ing websi
te,

YouTube. I
n t
he commer
cial
,the v
iewer i
s

i
mmedi
atel
ymetwi
thI
sai
ahMust
afa,
ahandsome,

cl
ean-
cut
,muscul
ar,hal
f-
naked,smoot
h&sul
tr
y-

v
oicedman.Hemostl
i
kel
ysmel
l
sni
cet
oo(
thi
s

oddasser
ti
onwi
l
lbet
oucheduponl
ater
).Al
loft
hesef
act
orsar
edel
i
ber
ate;

t
heat
tract
ivet
rai
tst
hathepossessesar
eint
ent
ional
l
yfocusedupont
o

suggestt
hatt
heI
sai
ahMust
afai
sani
dealmant
omanymenandwomen.

The handsome man begi

ns hi
s monol
ogue byaddr
essi
ng t
he f
emal
e

v
iewer
s,t
houghheal
soacknowl
edgest
hatamal
eaudi
encei
spr
esent
.Iti
s

i
mpor
tantt
onot
ethatI
sai
ahconsi
stent
lymai
ntai
nsey
econt
actwi
tht
he

v
iewerasi
tengagest
hev
iewer
;thi
sal
l
owst
hev
iewert
ofeelmor
eli
kean

act
ivepar
ti
cipant
,rat
hert
hanapassi
vewat
cher
.Thesecondshotoft
he
adv
ert
isementqui
ckl
ytr
ansi
ti
onswi
thamat
chcutt
oal
uxur
iousboat
.

I
sai
ahi
snow wear
ingasweat
erar
oundhi
sneck,whi
tepant
swi
thagol
d

bel
t,andi
scont
inui
ngt
ohol
dthecont
ainerofOl
dSpi
cebodywash.The

camer
apansi
ncl
oseronI
sai
ah’
sheadandupperbodybef
oreheset
s

downt
hecont
ainer
.Asheset
sitdown,hepr
esent
saf
ewv
aluabl
eit
ems

t
hatwoul
dbedesi
redbymosti
ndi
vi
dual
s:oy
ster
s,di
amonds,and“
two

t
icket
stot
hatt
hingy
oul
ove”t
hought
hati
sanext
remel
yvaguedescr
ipt
ion,

i
tisst
il
lwi
del
yappl
i
cabl
etomostv
iewer
s,f
urt
herengagi
ngt
heconsumer
s.

Theset
ti
ngandt
heI
sai
ah’
slav
ishat
ti
rear
edel
i
ber
ate;t
heseat
tri
but
esof

weal
thconst
ructaf
ant
asyt
hati
s“possi
blewheny
ourmansmel
l
sli
keOl
d

Spi
ceandnotawoman”(
OldSpi
ce)
.

Gest
uralMode

TheOl
dSpi
ceCampai
gnt
hatIchosei
sa

one-
sided message i
s t
he

communi
cat
ions i
n whi
ch onl
y posi
ti
ve

at
tri
but
es orbenef
it
s ofa pr
oductor

ser
vicear
epr
esent
ed. Themessagei
n

t
headi
sone-
sidedbecausei
tisonl
yment
ioni
ngt
heposi
ti
veaspect
sof

t
hedeodor
ant
;itdoesnothav
eanynegat
iveaspect
sont
head.Ol
dSpi
ce

adv
ert
isement
sal
way
shasamal
epr
esence,andi
tisusual
l
yaf
amous
per
son.Theyusual
l
yhav
edi
ff
erentt
ypesofmal
ecel
ebr
it
iesr
angi
ngf
rom

act
orst
oat
hlet
es.Ol
dSpi
ceusest
hehumorappealt
ogett
hei
rmessage

acr
osst
othei
rtar
getmar
ket
.Int
hei
radv
ert
isement
s,al
way
ssomet
hing

st
andsoutt
oappeal
tot
he

consumer
s.Wi
thacampai
gni
tcent
ersont
heOl
dSpi
ceMananswer
ing

quest
ionsf
rom t
hev
iewer
s,anddoi
ngdi
ff
erentact
ivi
ti
es,bei
ngdi
ff
erent

pl
acesandhav
ingcost
umeson.Theendi
ngoft
hecommer
cialal
way
shas

asur
pri
se

endi
ngl
eav
ingt
hev
iewerast
oni
shed.Thecampai
gnappeal
stot
hehumor

appealbecausei
tuseshumor
,butnott
oomuch,sot
hatconsumer
scan

payat
tent
iont
othepr
oductt
hati
sbei
ngadv
ert
ised.

TheRol
eoft
heChannel

Channeli
sthemet
hodormedi
um bywhi
chcommuni
cat
iont
rav
elsf
rom a

sour
ce orsendert
oar
ecei
ver
.Channel
s ofcommuni
cat
ion can be

cat
egor
ized i
ntot
wo t
ypes,nonper
sonaland per
sonal
. Nonper
sonal

channel
sofcommuni
cat
ionsi
nter
msofadv
ert
isementcar
ryamessage

wi
thoutdi
rect
,int
erper
sonalcont
actbet
weent
hemar
ket
erandt
het
arget

audi
ence.Per
sonalchannel
sinv
olv
esdi
rectcommuni
cat
ionbet
weent
wo

ormor
eper
sonsandcanoccurf
acet
ofaceort
hroughsoci
almedi
a.The
campai
gn used per
sonalchannel
sto hav
e communi
cat
ions wi
tht
he

consumer
sthr
oughsoci
almedi
a.I
ntheshor
t-
run,t
heOl
dSpi
cecampai
gn

wasahugesuccessandbecameaf
lagshi
pwi
thi
nsoci
almedi
amar
ket
ing.

Howev
er,t
he ar
guabl
ymi
sst
ep was t
o notsust
ain and nur
tur
ethei
r

est
abl
i
shedsoci
alr
elat
ionshi
psbycont
inui
ngt
oengagewi
thconsumer
s

andr
eapt
hesuccess.

Concl
usi
on

I
nsummar
y,bot
hmenandwomenwer
edr
awnt
otheadv
ert
isement
,

whi
chqui
ckl
yroset
opopul
ari
ty.Thepunchr
equi
redOl
dSpi
cet
okeepup.

Ol
dSpi
cepr
oducedf
urt
heradv
ert
isement
susi
ngI
sai
ahMust
afaandt
he

bodywashaf
terr
eal
i
zing t
hewi
desuccessoft
heor
igi
nalones.I
tis

i
mmedi
atel
yobv
ioushow sl
i
ght
lyMust
afa and Cr
ewsdi
ff
erf
rom one

anot
her
.Gi
vent
hatt
heyar
ebot
hmen,t
hei
rphy
sicalappear
ance,v
oices,

gest
ures,and l
anguagear
eheav
enl
yto ear
th.Thesecommer
cial
sar
e

ov
erf
lowi
ngwi
thmascul
i
nit
yandf
unnyant
icst
hathi
ghl
i
ghtOl
dSpi
ce'
s

st
rengt
h.Cr
ewsappear
stoembodyst
rengt
handmanl
yvi
gor
.Hequi
ckl
y

conv
eyst
hei
mpr
essi
onofagenui
nel
ymanl
ymani
nawayt
hatappeal
sto

mal
esbecausehei
sst
unni
ngl
yloud,i
ncr
edi
blywel
l
-bui
l
t,andst
ri
ki
ngl
y

l
oud.Theadv
ert
isement
spr
esentt
hei
mageofast
ereot
ypi
calmanas

bei
ngt
ough,
power
ful
,scr
eamy
,andaggr
essi
ve.
 Mencont
inuousl
ylookupt
othegenderst
ereot
ypest
hatper
meat
e

soci
ety
.Ol
dSpi
cebecomesoneoft
hequal
i
tiesar
ealmanoughtt
ohav
e

asar
esul
toft
heseadv
ert
s.Thecommer
cial
sar
ethei
dealbl
endofhumor

andgendernor
ms.Wi
tht
heuseofOl
dSpi
ce,t
heyar
eabl
etoper
suade

bot
hmenandwoment
oadmi
ret
hei
deaofanal
phamal
e.Bot
hmenand

womenar
esat
isf
iedwhenamanpur
chasesOl
dSpi
cebecausehei
s

get
ti
ngcl
osert
othemachoi
deal
.A commonmanmaynotbeabl
eto

pur
chaseay
achtoraf
ount
ainofj
ewel
s,butatl
easthecansmel
lli
keone.

Adv
ert
iser
snol
ongerl
i
ket
obeupf
rontaboutt
hepr
oduct
stheyar
etr
ying

t
opr
omot
e.I
nst
ead,t
heywor
ktopi
quei
nter
esti
nthei
rcommer
cial
sby

i
ncl
udi
ngal
otofambi
guousl
anguagei
nthem.Ol
dSpi
cei
saf
ir
mthati
s

qui
teknownf
ort
his.Becausei
timpl
i
est
hatt
headv
ert
isedpr
oductwi
l
l

pr
omot
emascul
i
nit
y,t
het
extsuppor
tst
her
eader
s'i
nter
pret
ati
onsofwhat

t
headv
ert
isi
ngi
sat
tempt
ingt
oconv
ey.Thet
inyOl
dSpi
cesoapbot
tl
esi
n

t
he commer
cialser
vet
o make i
tobv
ious t
hatt
hisi
sthe i
tem i
tis

at
tempt
ingt
opr
omot
e.

Duet
otheext
remenat
ureoft
headv
ert
isement
,it
sexagger
ated

el
ement
sar
esi
mpl
yseenashumor
ous.Basedsol
elyont
hescentofhi
s

bodywash,t
heguyt
hinkshecanobt
ainanywomananddowhat
everhe

pl
eases.Al
thought
heol
dspi
cebodywashadv
ert
isementi
sgear
edf
or
guy
s,i
tusesawel
l
-knownact
ort
oappealt
owomenv
iewer
sast
heymake

upt
hemaj
ori
tyofhousehol
dcust
omer
s.Thi
scommer
ciali
sreal
l
yhi
l
ari
ous

andappeal
i
ngt
oasi
zabl
epopul
ati
ont
hatsani
tar
ybusi
nessest
odayt
arget
.
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