It is a well-known fact that advertising plays a huge role in marketing and convincing consumers to buy a company's product. Often these ads subtly convey a message about how people should behave or live their lives, or they exploit consumers' insecurities to attract them. Sometimes it's important to not just look at the literal meaning of the advertisement, but to look beyond it and see what the advertisement actually tells you or what it really sells. In their commercial titled “The Man Your Man Could Smell Like,” in addition to literally selling their product, Old Spice™ also sells the stereotypical idea of ​​the perfect man, as well as body image and self-confidence. cleverly disguises its intent to convince men that they need to buy their product to be attractive by not directly addressing their target audience (men aged 16 and up), instead using the wording "your man" to give the impression that the qualities and characteristics portrayed as well as the products used in the commercial are actually desired by their potential soulmate. This ingenious marketing tactic allows them to literally sell trust, as they are convincing viewers to believe that wearing Old Spice™ body wash is desired by that special someone they dream of, and will increase their chances of meeting them. Of course, advertising is quick to mock competing products, making them seem inadequate by saying "If only your man used Old Spice™ instead of lady-scented body wash", giving the viewer the idea that there is no alternative to using products original Old Spice™. To entertain viewers, so t...... middle of paper ......e™ ensures their brand is recognized by consumers and increases their brand loyalty, as well as receiving free advertising on like YouTube thanks to word of mouth. Through creative marketing, eye-catching advertising and the use of body image to sell its products, Old Spice™ is reinforcing the stereotypical idea of ​​the perfect man, playing on viewers' insecurities about their body image and, beyond to their physical product, they also sell trust to their viewers. Works Cited Hochschild, Arlie Russell. “From the frying pan to the fire”. Sensible essays on art, science and culture. Eds. Bob Coleman, Rebecca Brittenham, Scott Campbell et al. 2nd ed. Boston: Houghton Mifflin Co., 2006. 214-226. Print.“Old Spice | The Man Your Man Could Smell" YouTube. February 4, 2010. Web. September 27. 2011.