Old Spice Swagger rhetorical appeal is pathos.  A pathetic appeal to the emotional need to be popular, wealthy, cool and confident.  Old Spice is implying that their product is used by the cool confident man, and anyone using their soap will also be cool and confident.  Old Spice basically laughs at its own logical fallacies by using the phase “we’re not saying this bar of soap will make you…”

Old Spice is paying to target men and young boys to buy their soap and buy into their brand identity.   The name of the soap is Swagger (away of walking with confidence)… they want users to feel like they will be empowered to “swagger” if they are using Old Spice.

But really??? Would a soap make you confident? Or just clean… and it might make you smell bad to some people.