Suggest an attractive type of message to use in advertising, making sure to explain the rationale for this appeal. Personal care products include deodorant, shaving cream, hair clippers, skin care, and cologne. just to name a few. Personal care products are aimed specifically at men, making up $4 billion in our current retail industry. The advertising vehicle to use is television and digital marketing. Men want to be seen as technically knowledgeable, strong, healthy and well-groomed. The proposed opening message would project a skinny or overweight man who has poor grooming habits and smells bad. His hair would be long and unkempt and he would sport a beard that was never trimmed. Flaunting unkempt hair and obvious body order along with an old flip cell phone and beautiful women would ignore or avoid this person as a whole. It's clear that this person is a loser, but if they use our personal care products they will immediately become clean shaven, trim and stylish with the latest smart phone, clean and up to date clothes and will clearly smell good by the reactions of these. close. His transformation is so great that he appears like a movie star, as evidenced by his increased charisma. This becomes evident because he is surrounded by beautiful women who give him clear indications that he desires them and he has the approval of men who admire women who want to be in his company. Men aged 18 to 35 have a very strong sense of health and style which affects their self-esteem. Most members of this group look up to a sports or music celebrity who defines for them what it means to be a man. The message of a skinny or overweight man with unkempt models who...... middle of paper ......business/la-fi-mo-asian-americans-nielsen-consumers-20121120James, J (nd). African American male psyche. Retrieved from Reaching Black Consumers: http://reachingblackconsumers.com/2011/09/african-american-male-psyche/Koyen, J. (March 11, 2012). The truth about Hispanic consumers. Retrieved from Ad Week: http://www.adweek.com/sa-article/truth-about-hispanic-consumers-138828Learning Case Studies - OLD Spice Response Campaign. (2011). Retrieved from D&AD: http://www.dandad.org/learning/case-studies/old-spice-response-campaignO'Sullivan, A., Sheffrin, S., and Perez, S. (2014). Investigating economics: principles, applications and tools. Saddle River: Pearson-Prentice Hall. Schaefer, R. (nd). Personal care products for men. Retrieved from Small Business Development Centers Network: http://www.sbdcnet.org/small-business-research-reports/mens-personal-care-products