In the widely popular and viral Old Spice Advertising Campaign, the advertiser uses an attractive male figure with sex appeal to pass on the message to females that their men will be just as appealing, and to the male viewers, encourages them to use the Old Spice product to be more appealing to their female counter parts. The propaganda techniques used in this ad. are:
1- Beautiful people - The type of propaganda that deals with famous people or depicts attractive, happy people. This makes other people think that if they buy a product or follow a certain ideology, they too will be happy or successful. (This is more used in advertising for products, instead of political reasons)
2- Common Man - The "'plain folks'" or "common man" approach attempts to convince the audience that the propagandist's positions reflect the common sense of the people. It is designed to win the confidence of the audience by communicating in the common manner and style of the target audience. Propagandists use ordinary language and mannerisms (and clothe their message in face-to-face and audiovisual communications) in attempting to identify their point of view with that of the average person. For example, a propaganda leaflet may make an argument on a macroeconomic issue, such as unemployment insurance benefits, using everyday terms: "given that the country has little money during this recession, we should stop paying unemployment benefits to those who do not work, because that is like maxing out all your credit cards during a tight period, when you should be tightening your belt."
It's a funny commercial. What about glittering generalities? What does the commercial actually tell us about Old Spice?
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