Old Spice Advert Case Study


Old Spice Advertisement

The traditional advertisements use basic slogans to advertise their product, the layout of each of the adverts seem to be simple and using terms like ‘For that American feeling of well-being’ to describe the product as it’s an American product. The primary audience for these types of adverts seems to be mainly towards middle aged men as using the added caption of ‘For Dad’ and various other traditional Old Spice advertisements can give off on how it’s the right product for dads to use along with being the right gift. The secondary audience could also be men either of a younger and older age along with possibly aimed towards women and other general audiences too as it’s presented through the adverts to be a good gift to give which they might think to buy for someone of the main demographic/audience. The demographic for these advertisements would have to be the social grade between D to B as it seems to aim towards more of the men who work and has an average life while for psychographics, it would lean towards reformers as it’s makes its own independent judgements and is socially aware and resigned as it’s mainly advertising to a more older and vintage audience.

Meanwhile the new advertisements for Old Spice seems to use more pun-based slogans for their marketing on their adverts along with the video advert being quick and scenario changing which typically relate to everyday life to becoming random (example from the man in the advert being in his bathroom to a boat to on a beach on a horse) along with involving celebrity endorsement for some of their adverts, most likely to promote the product itself and different media like a show or a sport. The primary audience for Old Spice would have to be men of the young adult range as that’s what the adverts mainly points towards along with having a person present in the advertisements to show off the product and all it’s positives. The secondary audience would have to be women as for anyone within a couple might think it’s a good thing for their partner to use as the advert portrays how great it is for a man to use the product. The demographic for these advertisements would have to be the same as the old advertisements while the psychographics would be for mainstreamers because the adverts follows trends, explorers because the adverts are very energetic with its pace and concepts along with aiming towards younger people (adults) and inspirers as it’s geared towards on how a man should smell like by using this product.

The differences between the old and new advertisements for Old Spice is that the old adverts mainly revolve around simple impressions to advertise to the basic everyday man while the new adverts give off a more manly input, now includes normal scenarios to a random scenario and basically having a mascot/figure to represent the brand which is the man wearing the towel (and usually seen riding a white horse near the end of each advert). The newer adverts also seem to be more recognisable because of their advertisements being entertaining to watch and presents the product well, both visually and audibly appealing to an audience.  

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