Commercial

 

In this commercial, Old Spice argues that Odor Blocker Body Wash eliminates BO.  The audience is boys from the age of about 12 (whenever they start using deoderant) to middle age men.  The goal is for men to buy this Old Spice body wash.  This commercial mainly uses Pathos to convince viewers to ultimately buy Old Spice's body wash through the use of appealing to humor.  The actor says that the body wash is so powerful in blocking BO that it can turn off the sun and also grow another sun.  While this information is obviously not accurate or relevant, it is what makes the commercial funny so its effective.  Another persuasive technique used is Ethos.  They use the very muscular Terry Crews, an actor and former NFL player, to represent Old Spice.  Because of his muscles and manliness, he gains credibility with his audience of boys who want to be like him.  Audience members think that if Terry Crews is that mainly and wears Old Spice body wash, I can be more manly by wearing it.  To quote a friend of mine who wears Old Spice, "I feel manlier when I wear it because of the ridiculously manly men that they use in their commercials."  Even though it may not be accurate that the product blocks BO for 16 hours, because the commercial is funny to this audience, many will be convinced to buy this body wash.