Questions: How does the commercial initially draw in the audience
What does the setting do for the commercial?
Wednesday, November 9, 2011
Group 7: Joshua Ferencik, Lance Reeves,Jailyn Soto-Quintana, Thomas Baran
In this Old Spice commercial, the scene is set in a lavish den where Bruce Campbell is sitting in a chair. He starts talking about something in specific but does not identify the subject. As he continues, he walks around the room he is in and in the background, there are more lavish commodities including several bars and a running mural of sails on the wall. As he completes is circle around the room, he sits down in his seat and the fireplace lights up. At the end of the commercial, the words "experience is everything" appears and a signature jingle of Old Spice is played.
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This commercial begins with some mystery as to what the narrator is talking about in order to draw the audience in. The setting of the commercial is stylish and refined. This gives the commercial and narrator credibility because it makes the narrator seem successful. The audience is more likely to respond positively to a successful person than an unsuccessful person. The narrator comes across as a successful, knowledgeable, and experienced person and therefore presents the Old Spice product in a positive light for the consumer.
ReplyDeleteThis Old Spice commercial draws the audience in through the use of direct references and appeals. Bruce Campbell constantly makes use of the pronoun “you” making the commercial feel as though it is directly speaking at and targeted toward the individual audience member. I agree with Jimmy’s interpretation that the “commercial begins with some mystery as to what the narrator is talking about in order to draw the audience in”. However, based upon the setting, narrative, and direct appeals, it could be inferred that the commercial’s ideal audience is being targeted towards the materialistic. This is evident in the decorative room and Bruce’s narration:
ReplyDeleteIf you have it, you don’t need it.
If you need it, you don’t have it.
If you have it, you need more of it.
If you have more of it, you don’t need less of it.
You need it to get it.
And you certainly need it to get more of it.
But if you don’t already have any of it to begin with, you can’t get any of it to get started.
Which means you really have no idea how to get it in the first place, do you?
You can share it, sure.
You can even stockpile it if you like.
But you can’t fake it.
Wanting it, needing it, wishing for it.
The point is, if you’ve never had any of it, ever, people just seem to know.
(Experience is Everything)
The surface meaning of this commercial is that we need “it”. If we were unaware of what this commercial was advertising, we could say that “it” is alluding to money. However, we know that this is an Old Spice commercial, therefore we inherently know what we need “to get”. This commercial is poetic in context in it repetition (you need, you have, [of] it, you can) and also in the first three sentences in which the clause at the end of the conditional statements (If…) are reincorporated to the following consecutive sentences further stressing the need “to get” it. Therefore, these devices connect the speaker and audience. Although the clever wording is key in its appeal to the audience, Bruce encompasses the larger audience appeal. He is categorized as being one of the greats B actors who has had film roles, television roles, done voice acting, has written books, and has had numerous other careers making him highly relatable to the general public. This establishes the ethos of the commercial, or, like Jimmy stated, it “gives the commercial and narrator credibility”. Bruce is positioned in a way in which he could be categorized as that of a car salesman. These salesmen are average individuals who are quick and witty in getting their point across; however, they do not force you to buy their product, rather they strongly allude to doing so. This commercial represents the fact that the American audience does not want to be directly told what to do and buy, but they are open to a guidance in buying influences.
I think this commercial initially draws in the audience by making them think. The dialogue is confusing and it's a bit complicated, so this naturally compels people to keep watching. The setting is in a very nice room with many items that seem to be worth a lot of value. I think that the sail boat mural that goes along the wall of the circular room hints that the narrator was a sailer who experienced many things in his life. I believe that Old Spice is trying to say that Old Spice helps men experience many great things on life. I have to admit that I am a bit confused as to how this commercial makes much sense, but I think that the fire starting, the words "Experience is Everything", and the Old Spice signature jingle at the end really help to sell the product. I think the ending is the most effective part. I suppose that Old Spice is indicating that if you use their products you will be seen as more "classy" or sophisticated" and, in particular, "experienced".
ReplyDeleteThe audience is initially drawn in because of the mysterious dialogue of Bruce Campell. Bruce is an extremely credible actor and this adds ethos and credibility to the commercial. Also, I began to pay closer attention to what Bruce was saying just because of his confusing sentences. This then drew my attention to what Bruce was wearing and the setting of this commercial. The sailboat mural in the background really caught my attention as well. I agree with what Alex Biddle stated about the sailboat mural. She believes that “the sail boat mural that goes along the wall of the circular room hints that the narrator was a sailor who experienced many things in his life.” The sailboat passed through all different times of the day and has been through all different types of weather which showed how much more experiences have been experienced by Bruce. It also shows the importance of these experiences. I thought that this setting was extremely interesting. Also, he spoke with a tone of authority making him seen even more important. The audience of this commercial is typically made to appeal to men but I believe that anyone (males or females) could have interest in this commercial. This commercial does not necessarily “do” anything for anyone but it really does catch someone’s attention and adds credibility to Old Spice.
ReplyDeleteThroughout this commercial, I noticed some details that this commercial used to draw audience’s attentions. First detail that I notice was the narrator never tells what he is actually talking about. This technique that the narrator is using helps to draw more audiences successfully. The audiences will be confused at first with his unexplained story, which causes them to stay tune until the end to find out what this commercial is actually about. The second detail that I notice was the long ship painting that was behind the narrator during the entire commercial. This object that they used also helps draw more audiences because there is high chance that people will watch this entire commercial to find out how long that ship painting is.
ReplyDeleteI agree with Jimmy’s comment: “This gives the commercial and narrator credibility because it makes the narrator seem successful.” The clothes and surrounding the narrator is in makes him to look successful. This is another source that they used to draw more audience’s attentions. It is true that people will more likely to watch and rely on the commercial, when the successful narrator introduces the product instead of unsuccessful narrator.
This commercial initially draws the audience in by the setting of the scene. When we first hear Bruce Campbell sitting in a nice chair by a fireplace, we are curious to see what is being advertised. The very serious mood also reflects how the viewer will perceive the ad's effectiveness. I agree with Alex in saying the audience is drawn in by making them think. Campbell avoids directly stating the product but the viewer must think about what they are talking about. However, when you know it is an Old Spice commercial you are able to follow Campbell's speech. Also, having Campbell walk around the room makes the audience feel like they are walking with him and feeling what he has experienced by using Old Spice. He walks around the room and ends up back sitting down next to a fire place. This indicates the experience he has gone through and implies if you buy the product you can feel the same way. Finally, this commercial is effective by Campbell speaking directly into the camera, to the viewer. By this technique, the audience will feel more inclined to by the product.
ReplyDeleteThe commercial initially draws in the audience by starting the commercial off in a lavish and luxurious setting. The setting seems to be in a large home or office. Bruce Campbell plays the role of a wealthy man who lives the life everyone wishes they had. The setting also is really calming to the eyes because of the dimness of light and relaxed background. As Bruce gets up from his chair and walks around the room he is trying to portray the sheer size of the room. The mural of the sailboat emphasizes the luxurious life he lives. The length of the mural also adds to the size of the room. I agree with Alex Biddle that “…Old Spice is trying to say that Old Spice helps men experience many great things in life.” The commercial therefore is appealing to a congenial lifestyle and a broad audience because Old Spice wants every man to be like Bruce. At the end of the commercial Bruce Campbell states, “The point is if you have never had any of it, ever, people just seem to know.” Bruce statement means that people that have not experienced the luxurious experiences of life are not noticed in society. The overall argument of the commercial is that if you don’t use Old Spice then you won’t experience the pleasant ventures of those who have. I think that this commercial actually does something for its audience. The creative rhetoric, argument, and setting of the commercial leave its viewers feeling the need to experience what Bruce Campbell has experienced. I don’t know if the viewers will go and buy the product, however, the commercial is more than likely to make them think about their own life experiences.
ReplyDeleteThis commercial does a good job saying that the audience needs what the commercial is selling. When Bruce Campbell starts to explain "it", the audience gets captivated because they want to know what "it" is. I agree with Alex that this compels the audience to keep watching to see what the "it" is. From my experience, I find it hard to stop watching something if I want to know what is being advertised. The setting ads pathos affect with the endless description and the painting in the background. The background looks expensive makes the audience believe that wealth and successful people use the product. The endless painting adds humor into the commercial. The ending makes the audience want it since it says if you don't have it people know.
ReplyDeleteThe commercial draws in the audience by Bruce Campbell using very vague language and using the word "you." By being vague and saying "if you have it, you don't need it...if you have it, you need more of it" the audience is curious as to what Campbell is talking about. As a result, they continue to listen to the commercial to figure out what Campbell is speaking of. Also, when the word "you" is used, the audience is more compelled to listen to Campbell, since they feel like he is speaking directly to them and no one else. As a result, the audience continues to listen to Campbell to figure out his message. Also, Campbell's eye contact and body language and movement (turning towards the camera, walking around the room, and doing hand motions) keeps the audience interested on what he has to say and where is he going.
ReplyDeleteIn addition, the setting keeps the audience interested in the commercial. Personally, I was intrigued by the sailing boat picture on the wall. Throughout the commercial, I was wondering why it was changing colors and why it was so long in length? It is almost as if Campbell is taking the audience on a ride or a journey. Throughout the "journey" of the sailing boat picture, the audience, just like Campbell, experiences different types of weather (cloudy and sunny) and different times of the day (day and night). In addition, the audience sees the luxurious lifestyle (fancy clothing and expensive furniture and fire place) that Campbell has because of his use of Old Spice. According to the commercial, the audience can have the same luxurious experiences (they can "experience everything") like Campbell if they use Old Spice.
Finally, I agree with Ifs93, when she says, "Bruce is positioned in a way in which he could be categorized as that of a car salesman. These salesmen are average individuals who are quick and witty in getting their point across; however, they do not force you to buy their product, rather they strongly allude to doing so." Similarly, in this commercial, Bruce never tells the audience members that they have to buy Old Spice; however, he does talk about the product in a very witty way, making the audience want to buy the product.
I think that Old Spice does a good job of analyzing who its audience is, and then attempting to draw them in. The commercial uses a man who is successful and sophisticated, something that the users of Old Spice's product may hope to be. With this tactic, along with a little humor, the commercial draws in a wide variety of men. The commercial uses humor with small attributes of the room, including the painting of the sailboats that seems to go on forever. The commercial puts its audience in a good mood, and then flashes its product at the very end, linking good moods and success to their product.
ReplyDeleteI also agree with Alex's comment when she says that she find the commercial confusing and hard to follow. The commercial makes the audience think and concentrate on what the man is saying. Throughout the commercial, the man is talking about "it" and how you need it, want it, and should try to get it. It isn't until the end that you figure out what "it" really is. This forces the viewer to focus hard on the commercial in an attempt to figure out what the product is, and its benefits.
What types of people are old spice trying to market this product to?
ReplyDeletehow is the "experience is everything" slogan manifested in the commercial
The way the commercial is designed to get you from one idea to the next is creative and draws your attention as the advertisers intended. As Bruce Campbell walks around the room from starting at his chair to ending at his chair, he goes through a spiel about what he thinks people "need" and what it means to need. I feel like the ending jingle "Experience is everything" is emphasized visually and verbally. It seems that while Campbell is speaking and walking in this circular motion the background decor seems to be going in a "circle of life" pattern. If you notice the background of the long portrait of the sailboats, the picture fades from morning to night and back to morning before he sits back down in the chair. From this we can believe that life is the experience we need and by using Old Spice we will gain this experience. In this way the advertisers are comparing Old Spice to a necessity of life.
ReplyDeleteI felt that Alex Biddle's comment, “I think that the sail boat mural that goes along the wall of the circular room hints that the narrator was a sailor who experienced many things in his life. I believe that Old Spice is trying to say that Old Spice helps men experience many great things on life." goes along with the point I bring up about the experience of life. Because life is everything and they are comparing Old Spice to life necessity, it would make sense to say that Old Spice is being glorified for men to make them feel as if it will bring them great accomplishment in life.
I think that this product is intended to be marketed to men of all ages. Bruce displays a admirable confidence when he is talking about Old Spice and I think that is appealing to the audience. As others have stated above, appears to be a successful, sophisticated man which is also very appealing and many who watch the commercial may aspire to be like him. This commercial essentially gives off the idea that you will be a successful, admired man if you buy Old Spice products, and therefore I believe that this commercial appeals to all men because most men would like to see themselves be considered successful. The "experience is everything" slogan is manifested in this commercial because for one Bruce seems to be a very experienced man. He talks in a very confusing fashion which is hard to follow, seemingly giving the idea that only "experienced" people would be able to understand what he is saying. He also gives off the impression that you will be considered more experienced if you use Old Spice Products.
ReplyDeleteI also agree with Missy's post in which she talks about the vagueness of the commercial drawing the viewer in. The confusing wording that Bruce uses leads the viewer to listen intently in order to try to figure out what he is talking about. The audience will stay focused until the end of the commercial when they see the Old Spice brand flash on the screen.
The video opens with a man dressed in fancy clothing, sitting in his lavish living room. His initial words are "If you don't have it, you don't need it". From this the audience is drawn in immediately. The audience is curious about what "it" is referring to. Since the man looks successful, one would assume that his words are accurate. As the commercial progresses and you, the audience, is given more and more clues, you begin to associate old spice to becoming successful. This is important because they are trying to target the younger generation, who still have time to become successful and wealthy. Lfs93 has a good point in saying that the narrator continues to use the word "you", to make it feel like he is talking directly to you.
ReplyDeleteI think that this commercial draws in its audience through the use of visualizations along with an interesting dialogue that the viewer is not used to. When watching this commercial for the first time, it is very easy to sit there and watch the whole commercial in order to try to figure out what point the narrator is trying to make. In the end, with the narrator not actually making any real sense, it adds to the humor of the commercial, that is only accentuated by the visualization of the picture that goes on forever and the room that circles itself. The use of lavish and eccentric items, and the way that the narrator is dressed is supposed to appeal to the audience by appealing to their interest in money and power.
ReplyDeleteI agree with what Jimmy said about the commercial giving the narrator credibility by making him seem wealthy. It would make sense that they would do that because since it is about using a type of cologne, one would want to smell like someone who has power and is wealthy. The use of an eccentric and rich looking person is a very good idea of how to make the audience respond positively to their product.
I agree with Sam that by portraying the man speaking as successful this adds to his apparent credibility. This image of success is elaborated throughout the commercial with the scenery and the confusing language used by the speaker that never clarifies what "it" is. His use of unspecific language leaves the viewers imaginations free to fill in whatever "it" is in their lives they feel might make them successful. Advertisers are hoping they will then relate achieving that success to Old Spice.
ReplyDeleteThis commercial begins with a man sitting in a big red chair in a den. It kind of reminded me of a sherlock holmes type setting and the mysterious dialogue added to the setting. As you are watching the commercial you are wondering what they are talking about which keeps the viewers attention. The setting also makes the viewer think it is going to be a good product being advertised because the setting is really sophisticated and so is the man in the commercial. When the commercial final ends it ends with "experience is everything" this indicates that if you use old spice you will get the best experience there is and have a life like the man in the commercial.
ReplyDeleteAfter reading missy's comment i realized how the word "you" really does play into the role of keeping the audience's attention. It makes you feel like he is talking to you so you have to pay attention and find out what you need to have. I completely agree with what she said and felt like it described how i was feeling when i was watching the commercial.
Is there any significance in the changing background, the painting of the ships on a sky that changes from night to day, and the reversal of the original set up of the chair and fireplace? If there is, what does it do for the effect of the commercial?
ReplyDeleteThe initial draw of this commercial is the aspect of curiosity. When Bruce begins talking in such a complex way the audience will keep watching to figure out just exactly what he is talking about. After the commercial has the attention of the audience, the use of the pronoun "you" occurs quite a few times. Missy and Shane both commented on how they felt like this made you believe the commercial was actually speaking directly towards you. The first time I watched this video that was the first thing that stuck out to me. The message seemed very personal and therefore made me more interested in what Bruce was talking about because there was the possibility that this product might be beneficial or useful in my life. This use of pronouns leads me to believe the maker of this commercial thinks the video's audience will value being talked to directly and as a result pay more attention to this commercial. Like many commercials the main goal of this one is to sell the product. I Old Spice utilized logos very well through the setting of the commercial. Bruce is dressed in nice clothing, surrounded by many expensive objects, and is in what appears to be a large home. By portraying a user of an Old Spice product in this way it makes an audience think that if they use Old Spice they could possibly live a lifestyle such as this one. Once again I think Missy made a great point by stating, "According to the commercial, the audience can have the same luxurious experiences (they can "experience everything") like Campbell if they use Old Spice." Although this may not be true, the use of logos, if you buy "this" then you will live like "this", can persuade some of the audience into believing they actually need the Old Spice Product.
ReplyDeleteThe narrator in this commercial has an aire of uncreditabilty due to using such aloof language.Conveying to the mature audience that he's a con man of sorts with very vague language directed to pull one into a fantasy world where if one associates Old Spice with their every dream coming true.The commercial is probably designed to target younger men who are more naive and engage more into a fantansy world than more mature conter parts.The narrator attepmts to gain a bit of creditabity by dressing and living in a certain sytle that is associated with wealth and success by most people in main stream culture.
ReplyDeleteI believe that the changing background represents "it", or the experience that the man Campbell plays in this commercial has had. I think that it's saying that it takes time to experience great things, which goes along with having a product that is long lasting, especially a hygiene product. I agree with Meghan's closing statement, "This commercial does not necessarily “do” anything for anyone but it really does catch someone’s attention and adds credibility to Old Spice." I think she sums up exactly what I'm thinking.
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ReplyDeleteThe commercial draws in viewers the way any other Old Spice ad in recent memory has, with some type of unpredictable nautical themed setting. This one makes use of Bruce Campbell, and the idea of endless class. Everything from Campbell's outfit, to the chair he's sitting in, to the painting of a boat, to the fireplace and mantle in the background hint at high societal status; an idea which Old Spice wants viewers to equate with their product. I agree with what Alex Biddle said in her first post that, "I believe that Old Spice is trying to say that Old Spice helps men experience many great things on life." When Campbell begins to walk around the room, humor is added to the situation. The panorama painting circling this circular room is indeed comical, along with Campbell's cryptic message to viewers. Most people would probably not even notice at first glance that Campbell does not a pass a single door, window or stairs in his journey around the room, making the commercial all the more senseless. The setting of this commercial and the speech given by the narrator both contribute to the effectiveness of this ad. By presenting the ad in the way they did, Old Spice effectively captivates the audiences attention by distracting them from everything besides the exploits on the screen. I think Alex Biddle hit the nail on the head with her first post saying. "The dialogue is confusing and it's a bit complicated, so this naturally compels people to keep watching."
ReplyDeleteI believe the background changes for entertainment purposes. if the background was to have a larger purpose, the commercial would have focused more on the background. Also, if the background had more meaning it would take away from main focus of Bruce Campbell.
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