Axe, has taken the youth of the nation by surprise, and more specifically the males. Axe is a brand of male grooming products that are marketed toward young males. So one would wonder what the problem with that is. Well, of course good hygiene and fresh scents are important to the youth of United State, but at what extent should one go to market that. Axe advertisements have gone so far to even promote the idea that there products help young males attract women. Axe body spray’s ad slogan “How Dirty Boys Get Clean”, truly has many people wondering what the meaning behind it is. Women in general are objectified and are at the expense of sexism in these ads. This theme was created by Bartle Bogle Hegarty, an advertisement marketer it entails: Use Axe body sprays and women will pursue you. It is clear that the average teenage male would be engulfed in this product. So, one could say that Axe has reached the goal of obtaining there public, but then one can’t help to notice that the company at the same time is sending a negative image to public that largely influences their main audience. Mothers, …show more content…
The commercial has two attractive females cleaning various forms of “balls”. That in itself is misleading, but the men in the audience who have the balls are subjects of stereotypes unfortunately, in a crude way, racially the color of the balls and the sports match up to the audience members that suggest them. After cleaning the golf balls, a white guy holds up tennis balls, and after those, a black guy holds up a duffel-sized sack of soccer balls, and asks “can it take care of my big ball sack”. All the sexism and innuendos makes this commercial just disgusting to watch. It sends a bad message to families and really is offense. This commercial outlines the fact that cultural influence on advertising is growing so much that, there is almost no stopping what is aired on television
The first appeal is shown by using logos to give the viewers reasoning to give some donations to animals that are in need of a home. Logos is an appeal to an audience basic on logic or reason. During the opening scenes of the commercial, words flash on and off the screen in between the videos and pictures of abused animals. The first part of the commercial “Every single hour in BC an animal is violently abused” (Sarah McLachlan SPCA, n.d.). This commercial had Sarah McLachlan, a famous singer; she was a supporter for this organization. This
...ironment clean. He did so my stating, “Green has never felt so good.” That statement also ties into the use of ethos as well, trying to get the viewers to do the right thing, when ironically the people in the commercial were obviously not doing the right thing the whole time.
In his infomercial, “Oxi Clean Detergent Ball” salesman Billy May demonstrates how the Oxi Clean Detergent Ball removes the hassle from doing laundry. He explains this by providing multiple demonstrations involving the simplicity and cleanliness of the Oxi Clean Detergent Ball. Billy May ultimately wants to maximize profit. He talks with an emphatic tone to an audience which is probably asleep, and then utilizes his demonstrations to appeal to the suburban housewife about the simplicity of the product.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The commercial starts out with piano music in the back ground, and no words. A young girl and a man are sitting together on a bus. They open some extra gum, and as they chew it the man makes the little girl a tiny paper crane out of the silver gum wrapper. The commercial continues on showing that the man, who is the little girls father, continues to make her the paper cranes throughout her lifetime. Which she happy accepts. This includes, birthdays, game days, her date nights, and even simply rainy days. He even makes her a paper crane when she is about fully grown, and is crying one night, just to show he is there for her. She accepts it, and lays her head on his shoulder. Then the commercial moves on to the girl hugging her mother as the father packs her things into the back of a car. As he puts one of her boxes in the car, another little pink box falls off the top of everything else onto the ground. The father looks to see what h...
The author of this advertisement is all about sexual stereotypes such as blonde hair blue eyes and a very large breast size.
Every company that has a product to sell wants to have their advertisements grab the attention of the potential buyer. Companies today are competing at high levels to come up with the advertisements that will be flashy and aggressive so consumers will become interested in their product. However, a commercial or an ad might not get the initial point across or cause many viewers to be confused when they see them. Sometimes, what the company is trying to do might offend people. Ethical lines may be walked upon so that the strong points can be presented to the consumer.
This company has made a grave mistake by releasing this commercial that will take some time to come back from, if ever. The communication of this ad should have clearly been thought out more. Clearly, using a white celebrity such as Kendall Jenner was not a good idea. Through -out the entire advertisement, it demonstrated the beauty and skill sets. Instead of using a white person to be the main source of the commercial, it would have been more received if using someone that clearly understood and made it clear what the black lives matter movement was all about. Being the CEO of the company, if trying to make a statement with so much controversy today, I would have made a team of different ethnic groups and joined together with ideas from each to make a great and a meaningful advertisement that would unite
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
...g junk food with dancing women is inappropriate enough, and advertising a kids’ meal in a sexist manner that evokes sexual behavior is the main reason this commercial was banned, yet it is still available for view by anyone on the internet. Although inappropriate, this commercial says a lot about how society views women as objects, by overturning the image of a children’s cartoon.
...s sexual content and strong appeal to young men seeking attention from attractive women. Axe represents itself as a magical aphrodisiac, but what it is really selling is confidence. These ads are displayed in sports and teen magazines that males would read. Body sprays and deodorants are being aimed at teenage boys to maintain hygiene to promote cleanliness, confidence and a better image. The Axe ad tells teenage boys that using the products will make them irresistible to the opposite sex. The ad is clearly an exaggeration that would never happen in the real world. It is a false fallacy unrealistic through the use of sex and humor to feel the “Axe Effect”. The ads could be less sexual appealing if the ads didn’t advocate the women wanting sex and having an ordinary guy putting deodorant on, going out on a date or after playing sports to hang out with their friends.
...ure is so used to seeing woman on display is what makes this ad so subversive. When you realize that the person on the screen is a man you are surprised at such image so far from the norm. The culture is not normally put in the position to view a man in a sexual way. When someone is viewed in a sexual way is it can give a sense of power to the viewer, as if the person being viewed is just a piece of meat. Seeing Joe Namath posing with pantyhose on switches the power roles, now he is on display in a sexual manner rather then a woman.