Week #9: Propaganda in Advertising
The “beautiful people” technique is the type of propaganda that employs famous people or beautiful, happy people, depicting them having a good time. This makes the audience think that if they by the product, they too will become beautiful, happy, and successful. The Old Spice commercials employ conventionally attractive men (or in this particular commercial, one man) that become irresistible to conventionally attractive women after using any one of their products. Stereotyping is another technique employed in this particular Old Spice commercial uses this technique in a humorous, ironic way, depicting a parody of the stereotypical “macho manly man” image.