Category: Lab Events

For this lab I chose to examine an Old Spice advertisement I found in Men’s Health magazine. The advertisement endorses Old Spice’s new scent, Fiji. The Fiji scent is offered as a body wash, deodorant, and antiperspirant; it is Old Spice’s newest scent and product line. Old Spice advertisements, physical or digital, are always interesting (and usually hilarious). The common theme in most of Old Spice’s recent ads seems to be the association of Old Spice products with extreme masculinity of some sort. If you watch any TV at all, you’ve probably seen commercials with an extremely muscular man doing anything from riding a horse, rowing a boat, crushing a small city under his feet, or yelling ridiculous things in a locker room or shower. Regardless of what the man in the commercial is doing, he is always holding an Old Spice product of some sort and talking/screaming about the everyday perks of using Old Spice.

This particular ad featured a shirtless, muscular, bearded black man staring into the camera, smirking and holding Old Spice Fiji deodorant and body wash in his left hand. The text at the bottom of the page reads, “Become one of the freshest smelling places on Earth”. The upper part of the man’s torso is covered in sand; his body is decorated to resemble Fiji. There is a small man sitting on his ear, fishing and pulling a huge shark out of the ocean on his right shoulder. There is an attractive woman sunbathing on the sand on his chest. There are three beach huts surrounded by palm trees sitting on his left shoulder. The sky behind him is blue, and there’s a volcano erupting out of the top of his head, just to list a few of the things going on in the picture. All of these items are sized as if he is a giant.

Needless to say, this ad caught my intention as soon as I flipped to it in the magazine. Like any other magazine, almost half of the pages in Men’s Health are occupied by advertisements. I had probably already flipped passed almost fifty ads, none of which had my attention for more than a couple seconds. However, when I came across the Old Spice Fiji ad I couldn’t help but stop and at least see what product they were promoting. This seems to be the reoccurring catch to most Old Spice ads; they’re all so ridiculous and unusual that if nothing else, they get your attention.

Obviously Old Spice’s target consumer is men, so it makes sense that they might pick Men’s Health magazine as a likely place to advertise. The ad took up one whole page, and was the only Old Spice advertisement in the magazine. The underlying message in this advertisement, which is usually the same is Old Spice’s others, is that using Old Spice is just the manly thing to do. One commercial even demonstrates how Old Spice deodorant can literally put hair on your chest. As a relatively avid TV watcher, and a moderate magazine reader, it seems clear to me that (from a male perspective) Old Spice is one of the most effective advertising companies in terms of what they advertise, how they advertise, and where they choose to advertise. My only disappointment following the examination of this advertisement, was that I was in Harris Teeter yesterday looking for new body wash and amongst all of the Old Spice products the Fiji scent was nowhere to be found!


Lab #9: Chic-fil-A

1. Overall, Chic-fil-A has a pretty impressive website and a noticeable web presence. Chic-fil-A uses a contact page as their customer interaction on their website. In order to give them feedback on something, you have to fill out some information about yourself and the restaurant you dine in. They also have a Facebook and a Twitter that they provide links to on the website, as another means of getting in contact with them. The web page is very easy to navigate and clear cut.

2. Chic-Fil-A’s Twitter account is easily accessible on their website, under the “contact us” tab.


Wordle: chic fil a

Wordle: chic fil a

4. Chic-fil-A seems to try to promote on their Twitter, including new products (e.g. spicy chicken sandwich), events they are putting on, fun facts about Chic-fil-A, even trivia questions that you can win prizes by answering. They also seem to seek customer feedback via Twitter, asking customers for their opinions on their new products.

5. The Chic-fil-a twitter mainly seems to try to encourage people to dine with chic-fil-a that day. There is also numerous tweets involving the congratulating of special employees, and marketing of new products. I would guess the tweets were about 60/20 broadcast over conversational. The bio basically just explains that this is the official Twitter of Chic-fil-A, and gives their slogan, “We didn’t invent the chicken, just the chicken sandwich!”. They follow 7,106, and have 65, 722 followers.

6. On average Chic-fil-A tweets 3.5 times a day and 71 tweets per month. Most tweets come out around lunch time. Friday is Chic-fil-A’s most popular day to tweet. Chic-fil-A seemed to do a lot more tweeting last year. In January 2010 they tweeted 114 times, in January 2011 they tweeted only 35 times.

8. Chick-fil-A’s overall score is 73, which describes their overall online presence.

9. This link keeps telling me there is an error and to try again later.



I’ve had a Twitter account for about 5 or 6 months now. I’ve really enjoyed it since I’ve had, but honestly never really tweeted very much. Following my favorite musicians/actors/athletes has been my favorite part, and I usually only occasionally tweet (once or twice a week). My tweets have always been similar to Facebook status updates, and I never really felt like I knew what to tweet. When we were assigned with Lab 7 I was pretty nervous, and definitely didn’t think I would have enough to say for 3 tweets a day. However, after reading Dr. McArthur’s “Why I Tweet”, and a few of the other provided resources, I am starting to finally feel like I actually understand the point of Twitter and tweeting. I also followed some new people this weekend, and tried to expand the variety of people I follow, which gave me a better idea of the kind of tweets that actually get attention.

When I’m scrolling through Twitter, there are tweets that I don’t even bother reading, and ones that immediately catch my attention. It made me realize how important a single tweet could be. If it catches my eye, chances are it catches a lot of other tweeters attention.

The hardest thing for me about this assignment was trying to find things to tweet about that related to class content. I tried to tie a lot of things back to current things going on in the media and in the news, but the hardest part was definitely trying to tweet things that directly relate to class material. Reading other classmates tweets did give me some good ideas though.

This assignment was different than any I’ve done in any class at Queens so far. It was awesome to learn the true purpose of Twitter, and see how powerful a single tweet can be. I’m eager to continue to improve my tweeting skills!!/VABigDeer/status/42705976641601536


Steven Smith


My name is Steven Smith, I’m a junior Communications major at Queens. I’m taking this course because I honestly know very little about strategic communication, and I’m interested in knowing more about it. I’ve also heard from friends that it was a fun class, and I figured it would be a good way to  fill another required credit for my major. I have no prior experience with blogging so I’m glad that this might be another useful skill I could acquire throughout this course. I also know that this skill is extremely valued in the work place right now, so I’m very excited to learn more about it. I’m admittedly not the most tech-savvy person and I’m hoping that this course will help me gain some skills in that area as well.

To me, strategic communication means any type of media that needs to be strategically aimed at a certain audience. But as I said, I have never really taken a class like this before, so my knowledge of the subject is still very minimal. I think this class used to be called PR, so I’m guessing that it also has something to do with communicating to the public, and strategically getting a message across to the masses. I feel that this skill would be useful in the work place when a large organization would be communicating to their targeted audience, advertising, and marketing.