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Individual Final Project – Old Spice’s Power (men care products) campaign
Link – Old Spice Body Spray Bounce Commercial:
Word count: 2700
Name: xxxx
ID number: XXX
Description
This essay aims to apply the consumer psychology/behavior principles and theories to
Old Spice’s marketing campaign, promoting body care products for men. The target
audience for this campaign is men; this is portrayed firstly by their products but also
through the brand personality of Old Spice, tough, good looking and outdoorsy. The
chosen advertisement is titled as ‘Old Spice Body Spray Bounce Commercial’
(YouTube, 2012). The advertisement stars celebrity actor Terry Crews promoting the
power of Old Spi ce’s body spray, by crashing into another product’s (bounce)
commercial. The message, which will be analyzed, portrayed throughout the
commercial is that Old Spice’s products are so powerful that they are the most
significant products available for consumers. The way in which this was depicted,
was Terry Crews crashing into the house (commercial) and interrupting a woman
doing her laundry (commercial). Another aspect of the advertisement that will be
looked at closely is the repetition of the word ‘Power’ , whether it was when
describing the body spray or when used in the closing tune.
Analysis
Three essential points will be used to analyze the advertisement. Initially, exposure,
attention and perception , as the first point is a significant feature to be assessed within
the commercial, it entails analyzing the use of specific mediums to stimulate the
consumer to maximize exposure of the product/brand and to stimulate the consumer
and capture the attention. Decision-making process (low effort) will also be regarded
due to the social norm influences implied throughout the advertisement. As marketers
aim to recreate memorable advertisements for consumers to recall the brand easily,
memory and retrieval must be considered to see how successfully this has been done.
Exposure, attention and perception
Exposure
Exposure is the process by which the consumer comes in physical contact with a
stimulus (Hoyer, MacInnis and Pieters, 2015). Marketers aim for consumers to be
exposed to stimuli that reflect their offerings in a more positive aspect or a time when
consumers may be interested in such products. Exposure can be stimulated through
the sense organs, in this case, the visual and auditory sensory organs, which may lead
to selective exposure. Selective exposure is when consumers favor certain stimuli
while avoiding other ones (Hart et al., 2009) . Due to the advertisement’s attention
grabbing features i.e. Terry Crews’ loud yelling (auditory) and/or exposed fit body
(visual), consumers have selectively exposed themselves to the advertisement. In Old

Spice’s case, the campaign was not limited to te levision, but mainly YouTube and
various other social network platforms. The widespread exposure to multiple
mediums aided the advertisement along with the campaign in going viral. This