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Attribute Substitution in "Bodywash Advert"

by Charity-Joy Acchiardo

In a body wash advert by the Old Spice brand (known for male grooming products), a good-looking man invites the viewer to admire him as he exits the shower, stands on a yacht and even rides a horse. He argues that while he is better looking than the men in the viewers’ lives, he is “the man your man could smell like”. Attribute substitution occurs when an individual has to make a judgement of a target attribute that is computationally complex, and instead substitutes a more easily calculated heuristic attribute. In this case, being a man is substituted with smelling like one.

Attribute Substitution in "Bodywash Advert"

A man invites the viewer to admire him, arguing that while he is better looking than the men in the viewers’ lives, he is the man your man could smell like – a case of attribute substitution where being a man is substituted with smelling like one.

from The Man Your Man Could Smell Like (2010)
Creator: Old spice
Distributor: YouTube
Posted by Charity-Joy Acchiardo
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