1. Whose message is this? Who created or paid for it? Why?

This ad was created by Procter & Gamble to promote its new “Swagger” line of Old Spice products.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

The use of Brian Urlacher and the storyline of the ad suggest that the target audience is primarily white male football fans who laugh at weaklings and nerds. In previous campaigns Old Spice has used NASCAR driver Tony Stewart and entertainer LL Cool J to also target various male audiences. In general, Old Spice is known for its line of male personal care products which includes deodorants, cologne, and aftershave. In addition, the Old Spice website boasts that their products are the top choice “for guys.”

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

The text of the commercial is a self-identified “Urlacher” as a young man. He is dressed in a medieval costume and he confronts a group of people that is similarly dressed. Urlacher waves a sword and challenges the leader of the group to an “honor dual.” The leader and the group laugh at the young Urlacher and he cries in response. The commercial cuts to present day where Urlacher asks, “Who is laughing now?” and responds with, “Me.”

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

The subtext of this message is that using the Old Spice product will help the user solve all of his/her problems. In this case, the inference is that the younger Urlacher was a skinny, nerdy young man who lacked the strength and confidence to be taken seriously by his peers. By simply using the product, Urlacher transforms himself into a 6-foot-4, 250 pound professional football player who is considered by his fans to be one of the best defensive players in the National Football League.

5. What kind of lifestyle is presented? Is it glamorized? How?

The lifestyle glamorized is athletics or sports. The commercial participates in the stereotype that male athletes are the pinnacle of “manliness” and that physical strength and appearance of a muscular physique is the ultimate goal for all men. Bullying is also glamorized when the group laughs at young Urlacher for not meeting this male stereotype.

6. What values are expressed?

The values expressed are athletic build, physical strength, and bullying.

7. What tools of persuasion are used?   See "The language of persuasion"

This ad series uses several tools of persuasion including: Association, Beautiful People, Celebrity, Humor, Testimonial, The Big Lie, Name-calling, Rhetorical Question, and Simple Solution.

8. What positive messages are presented? What negative messages are presented?

One positive message could be the promotion of personal hygiene, however that message is lost among the overwhelming negative messages that include devaluing human diversity, such as stereotypes of what it means to “be a man.”

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

A big part of the story not told is the continued discussions on how some professional athletes achieve their physical appearance and strength. Performance enhancing drugs have increased in popularity among high school athletes hoping to become the Brian Urlachers of this society. Much in the same way that women and girls are told that they are not acceptable unless they fit a certain body image, young men are constantly being reminded that the road to success is built on washboard or six-pack abs and bulging biceps. These perceptions of body image and physical performance often lead to the use of drugs and supplements, many of which are illegal or unregulated. In short, this ad makes use of several stereotypes to simply hock a line of personal hygiene products!