Old Spice Slogan

In: Business and Management

Submitted By jgrenier
Words 1469
Pages 6
Michael Barton
Mrs. Edsen
English 1300-1:40
11, November 2012
Believe in Your Smellf “Believe in your smellf,” this is Old Spices catch phrase for their Old Spice Champion ad. When it comes to selling a product Old Spice tries to make the costumer think that if they get their product it will change them. Can think of a company that uses weasel words more than Old Spice does with their advertisement? Old Spice tries to make it seem as if, by purchasing their product, you will all of a sudden have a much more glorious life. Old Spice is notorious for misleading an audience into buying their product. They have multiple commercials where they use doublespeak to try and make their product sound better. Old Spice also frequently uses weasel words as well as doublespeak to get people more interested in their product. Lutz said this about weasel words, “Weasel words appear to say one thing when in fact they say the opposite or nothing at all.” (Lutz 310) Lutz describes doublespeak as, “It is a language which makes the bad seem good, the negative seem positive, the unpleasant to seem attractive, or at least tolerable. “ (Lutz 304) Old spice has multiple commercials making false claims of how you can be changed by their product. As a consumer of any product you must be aware of what ads trying to sell you. Old Spice Champion is trying to get people to “Believe in your smellf.” Many consumers buy Old Spice Champion for misleading reasons, but no consumer should ever buy Old Spice Champion because of the lack of knowledge of weasel words.
The Old Spice commercial with NFL wide receiver Greg Jennings is very misleading because of what he tells the audience in the commercial. This commercial disguises the use of inflated doublespeak very well. Lutz describes inflated language as, “designed to make the ordinary seem extraordinary, to make everyday things seem impressive,…...

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