This visual image conveys the message that Old Spice basically turns you from a loser to a winner. The man's 'before' appearance is described as "a sad little nerd person". However, no one needs to read the quote on the bottom of the ad to get this impression. With the awkward, gangling teenage boy donning glasses, a costume, and a bad haircut, it is pretty clear that it is the unfavorable one between the two appearances of the man. One the completely opposite extreme, his 'after' photo on the bottom left is clearly meant to emanate poise, success and high self-confidence. In this ad, the whole transformation of the man's appearance to a more dignified, pleasant look is all attributed to Old Spice Swagger. From the look of the man's face in his 'after' photo, his exaggerated self-opinion he possesses is very apparent, as opposed to his unsure, awkward expression on his 'before' picture. When one sees those two photos, one can clearly see his 'after' shot as a positive one compared to his negative and unpleasant 'before' shot. What this ad is essentially trying to say is that Old Spice makes you "cool"; it is the difference between appearing weird and outrageous to being seen as respectable and successful. The ad is appealing to what people perceive as good and bad in terms of appearance. It shows the extremes of both and just associated themselves to what people are more attracted to.
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