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
udyar
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
sot
heOl
dSpi
ceadv
ert
iser
s
most
lyusedgenderst
ereot
ypesonmen,
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
etr
yingt
o
pr
omot
ebutt
heyf
ocussol
elyonbandwagonsandsoci
alt
rends.I
nst
ead,
theywor
kto
pi
quei
nter
esti
nthei
rcommer
cial
sbyi
ncl
udi
ngal
otofambi
guousl
anguagei
nthem.
Onef
ir
mthati
swel
l
-knownf
ort
hisi
sOl
dSpi
ce.Theysel
lbodywash,
deodor
ant
,and
ot
heri
temsf
ormen.Oncepeopl
ear
eint
erest
ed,
theycanr
eal
i
zet
hatt
hemani
nthe
adv
ert
isi
ngdi
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
sgazi
ngatt
he
manwhi
l
ehei
sint
hebat
htub.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
onsofwhatt
he
adv
ert
isi
ngi
sat
tempt
ingt
oconv
ey.Thet
inyOl
dSpi
cesoapbot
tl
esi
nthecommer
cial
ser
vet
omakei
tobv
ioust
hatt
hisi
sthei
tem i
tisat
tempt
ingt
opr
omot
e.Thepr
oduct
bei
ngsol
dint
hisadv
ert
isi
ngi
ssoapf
ormen.TheOl
dSpi
ceadv
ert
isi
ngcampai
gnr
ose
t
opr
omi
nencei
nsoci
almedi
aadv
ert
isi
ng.

Thecampai
gnsuccessf
ull
ycombi
nedel
ement
sfr
om t
het
hreemar
ket
ingmedi
a,pai
d,
owned,
andear
ned,
inor
dert
oreacht
hei
rtar
getdemogr
aphi
c.Thi
sef
fect
ivel
yengaged
t
hecampai
gn'
saudi
ence.Men'
spr
oductOl
dSpi
cemadet
hedeci
siont
ochangewho
t
hei
rtar
getmar
ketwas.I
ttar
get
edt
hel
adi
esi
naman'
sli
fer
athert
hant
hemenf
or
whom t
hepr
oducti
sint
ended.

Li
ngui
sti
cModes

Text
:SMELLLI
KEAMAN,
MAN.

Ol
dSpi
cehasr
evi
vedi
ts'
Smel
lLi
keaMan,
Man'
tagl
i
nei
nanew
campai
gnt
hatmar
kst
het
ent
hanni
ver
sar
yoft
heor
igi
nal
commer
cial
.Speaki
ngdi
rect
ly
t
othef
emal
eaudi
ence,
thel
eadchar
act
er(
Isai
ah)ext
olshi
smascul
i
nit
ywhi
l
eimpl
yi
ng
t
hatal
lthe'
regul
arj
oes'
int
heaudi
encecoul
dembr
acemanhoodbysmel
l
ingl
i
kehi
m,
smel
l
ingl
i
keaman-al
lthewhi
l
etaki
ngasubt
lej
abatwont
edef
femi
nat
efr
agr
ances
t
hatmensupposedl
yempl
oy.Whi
l
ethecommuni
cat
ionr
anal
ongt
hinl
i
nesofpol
i
tical
cor
rect
ness,
itwoul
dnotbespecul
ati
vet
osuggesti
tcar
ri
edapot
ent
ial
riskoff
all
i
ngon
ei
thersi
deoft
hef
ence.Yet
,thecampai
gnmadeanamef
ori
tsel
fwi
tht
hespot
becomi
ngoneoft
hemostpopul
arcommer
cial
sofr
ecentt
imes,
hav
ingcl
ockedwel
l
ov
er50mi
l
li
onv
iewsonYouTube,
inaddi
ti
ont
ohav
ingbecomeapopcul
tur
eref
erence.
Whi
l
ethest
oryl
i
nef
orbot
hthespot
sissl
i
ght
lyandev
ersov
aguel
ydi
ff
erent
,the
umbr
ell
athemeoft
hecampai
gnhasi
tsi
mpr
intonbot
htheadv
ert
s.Thebr
andhas
r
eveal
edt
hatt
hespot
swi
l
lseepr
esenceacr
osssoci
almedi
a,especi
all
ydur
ingt
he
weekl
eadi
ngupt
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"
ideal
man"as
anAdoni
sthatexudesst
rengt
h,power,
weal
thandphy
sical
super
ior
it
y.I
tcausesmen
t
obej
eal
ousofhi
m andwomant
odesi
rehi
m .Must
afaast
hef
aceoft
heOl
dSpi
ce
campai
gnwasabl
etocr
eat
eachar
act
ert
hatwasat
tract
ive,
easyt
orecogni
zeand
st
rongenought
oleav
eal
ast
ingi
mpr
essi
on.Wi
thbr
il
li
antcast
ing,
OldSpi
ceused
sev
eral
tact
icst
echni
quest
omaxi
mizei
tsi
mpact
.hemusi
cbui
l
dsupatt
hebegi
nni
ng
andget
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
nly
pl
ayedbyv
iol
i
nsandy
ounot
iceoneshotatt
heend,
theyhav
eact
ual
l
yshotwher
ethe
musi
ciscomi
ngf
rom,
inar
oom f
ull
ofpeopl
epl
ayi
ngv
iol
i
nsandatt
hispoi
nt,
the
musi
cst
ops.Thi
scr
eat
esar
eal
feel
tot
hemusi
c.I
nthi
svi
deo,
theyhav
eusedl
otsof
peopl
eini
t,showi
ngt
hem l
ear
ningnewt
hingsordoi
ngt
hei
rhobbi
es,
whi
chencour
ages
l
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
t
i
ncl
udes,
humor
.whatmakesi
tst
andouti
sther
epet
it
iveuseoff
eart
oper
suadet
he
mal
eaudi
ence.I
thasahi
ghchanceofwor
kingandi
bel
i
evei
twi
l
lwor
k.

Spat
ialMode

Ther
epr
esent
ati
onofmascul
i
nit
yhascomeal
ongwayf
rom i
tsr
igi
dst
ruct
uresandi
s
nowconsi
der
edt
obecompar
ati
vel
yfl
uid.Adv
ert
isement
stapont
ofeat
uresweasa
soci
etyunconsci
ousl
ycr
avet
oemul
ate.Adv
ert
isement
sal
sohav
ethepot
ent
ial
to
shapeandal
tert
heway
sgenderi
sper
cei
vedamongt
hecol
l
ect
ive.Thust
hef
eat
uresof
gendert
hatadv
ert
isement
schooset
oemphasi
zeonandt
hei
rev
ent
ual
successor
f
ail
urer
atedependsont
hecodest
heyut
il
izei
nthei
rnar
rat
ive.TheOl
dSpi
ceads
chooset
ohi
ghl
i
ghtt
hequal
i
tiesov
ert
heact
ual
producti
tsel
f.Whi
l
ethecampai
gn
endedi
nbet
tersal
es,
iti
sagambl
eandcoul
dhav
eremai
nedanar
ti
sti
cendeav
or,
not
ent
ir
elyconnect
ingwi
tht
heaudi
ence.Theyhav
epi
tt
edl
adi
esscent
edbodywash
agai
nstOl
dSpi
cewhi
l
eappeal
i
ngt
oaf
emal
eaudi
ence.Af
emi
nistcr
it
ique,
especi
all
yof
muchoft
hei
rpr
intadswi
l
lrev
eal
thedi
spl
ayofpoweri
mbal
ances.Ol
dSpi
ce’
s‘The
ManYourManCoul
dSmel
lLi
ke’
campai
gni
sanact
iveacknowl
edgmentaswel
l
embr
aceoft
hesemi
oti
cst
hatgoesbehi
ndcr
eat
inganadv
ert
isement
.Howev
eri
tcan
al
sobet
heper
fectcampai
gnt
odi
spl
ayt
henegat
ivesofusi
ngsemi
oti
canal
ysi
stobot
h
cr
eat
eanadv
ert
isementaswel
last
ocr
it
iquet
heendr
esul
t.

Or
alMode

Bot
hadsar
ecompactwi
tht
henar
rat
ivebecomi
ngmor
eandmor
efant
ast
ical
and
absur
dasi
tpr
ogr
esses.Themonol
oguei
sst
ruct
uredt
orecal
lar
esponsef
rom t
he
audi
enceandi
sdi
rect
lyt
arget
ingt
heaudi
enceaswel
l
.Themani
nquest
ioni
sIsai
ah
Must
afa,
afor
merf
oot
bal
lpl
ayerwi
that
onedphy
sique.Thecamer
amov
esal
ongwi
th
hi
m,act
ingasourey
esi
ntohi
swor
ld.Theaudi
ence’
sfami
l
iar
it
ywi
tht
heact
ori
scr
uci
al
asi
tist
hrought
hisconnect
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
ourman.Nowbackt
o
me.Nowbackaty
ourman.Nowbackt
ome"
—pr
ovi
dedf
ant
ast
icf
odderf
orwat
er-
cool
erandbr
eakr
oom chat
s.Thatbi
t,al
ongwi
thot
herl
oopyl
i
nesf
rom t
hespot
,
ent
eredt
hel
exi
con,
punct
uat
edl
ate-
nightt
alk-
showmonol
ogues,
pepper
edsket
cheson
Sat
urdayNi
ghtLi
veandpunchedupcor
por
ateandpol
i
tical
speeches.Ul
ti
mat
ely
,
Must
afapr
ocl
aims,
"I'
m onahor
se,
"andi
ndeedhewas,
sli
dingi
ntot
hesaddl
ewi
thhel
p
f
rom machi
ner
yhi
ddenf
rom t
hecamer
a'sgaze.

Vi
sualMode
 Theadv
ert
isementf
orOl
dSpi
cewasupl
oadedt
opopul
arv
ideo-
host
ing
websi
te,
YouTube.I
nthecommer
cial
,thev
ieweri
simmedi
atel
ymetwi
thI
sai
ah
Must
afa,
ahandsome,
clean-
cut
,muscul
ar,
hal
f-
naked,
smoot
h&sul
tr
y-v
oicedman.He
mostl
i
kel
ysmel
l
sni
cet
oo(
thi
soddasser
ti
onwi
l
lbet
oucheduponl
ater
).Al
loft
hese
f
act
orsar
edel
i
ber
ate;
theat
tract
ivet
rai
tst
hathepossessesar
eint
ent
ional
l
yfocused
upont
osuggestt
hatt
heI
sai
ahMust
afai
sani
deal
mant
omanymenandwomen.The
handsomemanbegi
nshi
smonol
oguebyaddr
essi
ngt
hef
emal
evi
ewer
s,t
houghhe
al
soacknowl
edgest
hatamal
eaudi
encei
spr
esent
.Iti
simpor
tantt
onot
ethatI
sai
ah
consi
stent
lymai
ntai
nsey
econt
actwi
tht
hev
iewerasi
tengagest
hev
iewer
;thi
sal
l
ows
t
hev
iewert
ofeel
mor
eli
keanact
ivepar
ti
cipant
,rat
hert
hanapassi
vewat
cher
.The
secondshotoft
headv
ert
isementqui
ckl
ytr
ansi
ti
onswi
thamat
chcutt
oal
uxur
ious
boat
.Isai
ahi
snowwear
ingasweat
erar
oundhi
sneck,
whi
tepant
swi
thagol
dbel
t,and
i
scont
inui
ngt
ohol
dthecont
ainerofOl
dSpi
cebodywash.Thecamer
apansi
ncl
oser
onI
sai
ah’
sheadandupperbodybef
oreheset
sdownt
hecont
ainer
.Asheset
sitdown,
hepr
esent
saf
ewv
aluabl
eit
emst
hatwoul
dbedesi
redbymosti
ndi
vi
dual
s:oy
ster
s,
di
amonds,
and“
twot
icket
stot
hatt
hingy
oul
ove”t
hought
hati
sanext
remel
yvague
descr
ipt
ion,
iti
sst
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;
theseat
tri
but
esofweal
th
const
ructaf
ant
asyt
hati
s“possi
blewheny
ourmansmel
l
sli
keOl
dSpi
ceandnota
woman”(
OldSpi
ce)
.

Gest
uralMode

TheOl
dSpi
ceCampai
gnt
hatIchosei
saone-
sidedmessagei
sthecommuni
cat
ionsi
n
whi
chonl
yposi
ti
veat
tri
but
esorbenef
it
sofapr
oductorser
vicear
epr
esent
ed.The
messagei
ntheadi
sone-
sidedbecausei
tisonl
yment
ioni
ngt
heposi
ti
veaspect
soft
he
deodor
ant
;itdoesnothav
eanynegat
iveaspect
sont
head.Ol
dSpi
ceadv
ert
isement
s
al
way
shasamal
epr
esence,
andi
tisusual
l
yaf
amousper
son.Theyusual
l
yhav
e
di
ff
erentt
ypesofmal
ecel
ebr
it
iesr
angi
ngf
rom act
orst
oat
hlet
es.Ol
dSpi
ceusest
he
humorappeal
togett
hei
rmessageacr
osst
othei
rtar
getmar
ket
.Int
hei
r
adv
ert
isement
s,al
way
ssomet
hingst
andsoutt
oappeal
tot
he

consumer
s.Wi
thacampai
gni
tcent
ersont
heOl
dSpi
ceMananswer
ingquest
ionsf
rom
t
hev
iewer
s,anddoi
ngdi
ff
erentact
ivi
ti
es,
bei
ngdi
ff
erentpl
acesandhav
ingcost
umes
on.Theendi
ngoft
hecommer
cial
alway
shasasur
pri
se

endi
ngl
eav
ingt
hev
iewerast
oni
shed.Thecampai
gnappeal
stot
hehumorappeal
becausei
tuseshumor
,butnott
oomuch,
sot
hatconsumer
scanpayat
tent
iont
othe
pr
oductt
hati
sbei
ngadv
ert
ised.

TheRol
eoft
heChannel

Channel
ist
hemet
hodormedi
um bywhi
chcommuni
cat
iont
rav
elsf
rom asour
ceor
sendert
oar
ecei
ver
.Channel
sofcommuni
cat
ioncanbecat
egor
izedi
ntot
wot
ypes,
nonper
sonal
andper
sonal
.Nonper
sonal
channel
sofcommuni
cat
ionsi
nter
msof
adv
ert
isementcar
ryamessagewi
thoutdi
rect
,int
erper
sonal
cont
actbet
weent
he
mar
ket
erandt
het
argetaudi
ence.Per
sonal
channel
sinv
olv
esdi
rectcommuni
cat
ion
bet
weent
woormor
eper
sonsandcanoccurf
acet
ofaceort
hroughsoci
almedi
a.The
campai
gnusedper
sonal
channel
stohav
ecommuni
cat
ionswi
tht
heconsumer
s
t
hroughsoci
almedi
a.I
ntheshor
t-
run,
theOl
dSpi
cecampai
gnwasahugesuccessand
becameaf
lagshi
pwi
thi
nsoci
almedi
amar
ket
ing.Howev
er,
thear
guabl
ymi
sst
epwas
t
onotsust
ainandnur
tur
ethei
rest
abl
i
shedsoci
alr
elat
ionshi
psbycont
inui
ngt
oengage
wi
thconsumer
sandr
eapt
hesuccess.

Concl
usi
on

I
nsummar
y,bot
hmenandwomenwer
edr
awnt
otheadv
ert
isement
,whi
chqui
ckl
y
r
oset
opopul
ari
ty.Thepunchr
equi
redOl
dSpi
cet
okeepup.Ol
dSpi
cepr
oducedf
urt
her
adv
ert
isement
susi
ngI
sai
ahMust
afaandt
hebodywashaf
terr
eal
i
zingt
hewi
de
successoft
heor
igi
nal
ones.I
tisi
mmedi
atel
yobv
ioushowsl
i
ght
lyMust
afaandCr
ews
di
ff
erf
rom oneanot
her
.Gi
vent
hatt
heyar
ebot
hmen,
thei
rphy
sical
appear
ance,
voi
ces,
gest
ures,
andl
anguagear
eheav
enl
ytoear
th.Thesecommer
cial
sar
eov
erf
lowi
ngwi
th
mascul
i
nit
yandf
unnyant
icst
hathi
ghl
i
ghtOl
dSpi
ce'
sst
rengt
h.Cr
ewsappear
sto
embodyst
rengt
handmanl
yvi
gor
.Hequi
ckl
yconv
eyst
hei
mpr
essi
onofagenui
nel
y
manl
ymani
nawayt
hatappeal
stomal
esbecausehei
sst
unni
ngl
yloud,
incr
edi
blywel
l
-
bui
l
t,andst
ri
ki
ngl
yloud.Theadv
ert
isement
spr
esentt
hei
mageofast
ereot
ypi
cal
man
asbei
ngt
ough,
power
ful
,scr
eamy
,andaggr
essi
ve.

Mencont
inuousl
ylookupt
othegenderst
ereot
ypest
hatper
meat
esoci
ety
.Ol
dSpi
ce
becomesoneoft
hequal
i
tiesar
eal
manoughtt
ohav
easar
esul
toft
heseadv
ert
s.The
commer
cial
sar
ethei
deal
blendofhumorandgendernor
ms.Wi
tht
heuseofOl
dSpi
ce,
t
heyar
eabl
etoper
suadebot
hmenandwoment
oadmi
ret
hei
deaofanal
phamal
e.
Bot
hmenandwomenar
esat
isf
iedwhenamanpur
chasesOl
dSpi
cebecausehei
s
get
ti
ngcl
osert
othemachoi
deal
.Acommonmanmaynotbeabl
etopur
chaseay
acht
oraf
ount
ainofj
ewel
s,butatl
easthecansmel
ll
ikeone.Adv
ert
iser
snol
ongerl
i
ket
o
beupf
rontaboutt
hepr
oduct
stheyar
etr
yingt
opr
omot
e.I
nst
ead,
theywor
ktopi
que
i
nter
esti
nthei
rcommer
cial
sbyi
ncl
udi
ngal
otofambi
guousl
anguagei
nthem.Ol
d
Spi
cei
saf
ir
mthati
squi
teknownf
ort
his.Becausei
timpl
i
est
hatt
headv
ert
ised
pr
oductwi
l
lpr
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
nthe
commer
cial
ser
vet
omakei
tobv
ioust
hatt
hisi
sthei
tem i
tisat
tempt
ingt
opr
omot
e.

Duet
otheext
remenat
ureoft
headv
ert
isement
,it
sexagger
atedel
ement
sar
esi
mpl
y
seenashumor
ous.Basedsol
elyont
hescentofhi
sbodywash,
theguyt
hinkshecan
obt
ainanywomananddowhat
everhepl
eases.Al
thought
heol
dspi
cebodywash
adv
ert
isementi
sgear
edf
orguy
s,i
tusesawel
l
-knownact
ort
oappeal
towomen
v
iewer
sast
heymakeupt
hemaj
ori
tyofhousehol
dcust
omer
s.Thi
scommer
cial
is
r
eal
l
yhi
l
ari
ousandappeal
i
ngt
oasi
zabl
epopul
ati
ont
hatsani
tar
ybusi
nessest
oday
t
arget
.

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