Effect of Advertising

I find this advertisement particularly powerful because it makes no sense. Ray Lewis, linebacker for the Baltimore Ravens, is giving a pre-game pep talk which results in a quite bizarre description of what the heart of a champion is made of. Old Spice has had a recent streak of really strange TV commercials which has created quite a buzz about their products. It uses a few appeals but the one that is most prevalent is the affiliation with Ray Lewis. This is important because he is one of the best defensive players in the NFL and they really emphasize that aspect of his life by having him in uniform and talking in front of the team. This is influential because their target market is males 16-35, which is the primary audience of the NFL. Also Old Spice was known in the past to be a deodorant that old men used, so they needed some crazy and creative ideas that will attract younger users who are now their target audience. The general characteristics of that kind of appeal is associating your product with someone that your target audience idolizes and/or looks up to and respects. This is one of the most used appeals in that every product is looking for or using a movie star or famous athlete to push their goods. This can be very expensive for the company but is probably one of the most effective ways to advertise.