The premiere body scents that each Axe commercial consistently portrays is SEX! Each commercial is full of sexual tenacity, which draws in both men and women. The message behind each Axe commercial is pretty straightforward: Use their body spray and women will pursue you. Axe body spray is heavily advertised nowadays and I presuppose that the way they market their product correlates with their sales. We have all became familiar with the phrase that “sex sells” and undoubtedly we see that this approach works. Axe cleverly created a motto to make the audience believe in their products sexual appeal and it also portrays an underlying magical trait to it. By looking in depth into their commercials, we are able to notice how Axe accomplishes such a successful advertising strategy and has became an object that exemplifies turning a wild fantasy into reality by one spray of their marvelous product.
In 2008, Axe released their newest smell called “Dark Temptation” and in this commercial we are taken on a journey of a young adult male who confidently struts his new smell. The advertisement begins with in a stark white bathroom with an average looking young male who is holding a can of Dark Temptation in his hand. The only sounds that are heard are a couple of sprays, which are emanating from the can. After setting the can down on the toilet top, we clearly see that with the contrast of colors and bleak items it is hard not to notice the word “AXE”. After a quick silence, a melodic tune of “Sweet touch of love” by Allen Toussaint fades in and the view is returned to the mirror. However this time, the slender teenage has now transformed into a daunting upbeat man made of chocolate. His jolly smile seems almost resistant to movement no matt...
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...ed advertisements, we are always on the prowl to try and find the answer to attracting the man or woman of “our dreams”. Just like a kid at the toy store, the advertisers utilize this aspect for teenagers through sexual desire and proving that can be just as dumbfounded by the situation into buying something. A highly effective marketing strategy is imperative in modern day America because of how competitive companies have become.
Works Cited
Bosman, Julie. "How to Sell Body Sprays to Teenagers? Hint: It's Not Just Cleanliness." The New York Times. http://www. nytimes. com/2005/10/28/busin.... html (2012).
Horton, Alicia Danielle. "Don't 'Axe' Don't Tell: A Critical Commentary on Axe's' Chocolate Man'." Stream: Culture/Politics/Technology 3.1 (2009): 11-14.
Meadows, Zulu. "Axe Chocolate Man Commercial." YouTube. YouTube, 25 Sept. 2008. Web. 10 Apr. 2014.
“Do you want a man who can bake you a gourmet cake in the dream kitchen that he built for you with his own hands? Of course you do.” Old Spice man asks his audience this question among a series of other rhetorical questions as he transitions, to continuously fit the image of the perfect man. The commercial begins with an attractive, charismatic Old Spice man standing in a towel bare-chested, on the beach holding a bottle of Old Spice. He associates being an attractive model man, with using Old Spice body wash. He then transitions into an adventurous man wearing khaki shorts, walking on a log, and then walking on water. After he carries said gourmet cake into the dream kitchen, he swan dives off a waterfall, into a hot tub. The commercial ends with the man sitting on a motorcycle holding a bottle of Old Spice body wash; modeling being both an Old Spice man and the ideal man, with the slogan SMELL LIKE A MAN, MAN. Old Spice, in the background. Humor is achieved by the tone that is set. The ad campaign is funny to a point that the commercial is pretty much making fun of itself. The sex appeal is apparent as the bare-chested man sells the product of a man, man. The product name and logo are repeated and shown throughout the entire ad, making repetition a strong selling point. This advertisement is effective because it appeals to a wide audience using humor, sex appeal, and repetition to sell the product.
Yet this “Oreo Cookie” commercial is perhaps the most remarkable. First, she twists the cookie apart and then, this cute little girl with her hair in pigtails proceeds to dunk the cookie in a tall glass of milk, submerging her entire hand. The camera then shifts to show the child’s grandfather eating the cookie in the same manner. This advertisement aims at leading audiences to reminisce of the simple pleasures of their childhood, like enjoying a cookie.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
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 advertisement entitled “Morning After Pillow” by The AXE Company would like for their customers to believe that love or sex can be easily attained by purchasing a product that smells good. However, experience should indicate that there are many factors that attribute to these rewards.
Sex sells a common phrase which turns out to be very truthful and also the title of Rodger Streitmatter's book, Sex Sells! The Medias Journey from Repression to Obsession. It seems like no other human act drives "buying behavior" as much as sex appeal does. Therefore advertisers manipulate this human drive and than offer their products as a path of love, beauty and desirability which is their main purpose of advertising. In other words the main purpose of advertising is to sell products and what advertisers must do to get people to buy these products is to make products desirable to the chosen target consumers. The pioneering of bringing prurience to advertising was Calvin Klein, starting with women's jeans going then to men's underwear and ending up with perfume for both sexes at the end. Perfume advertising is a large contributor to sex appeal. In both ads for Opium and Dolce & Gabbana perfumes advertisers use sexual seduction and influence to sell their product. They use sex appeal to grab our attention and play with our fears and desires and they manipulate us by fulfilling our erotic fantasies and dreams.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
The makers of this commercial intended the audience to be teenagers and young adults. The values used were sex appeal (of one of the...
The above advertisement is a commercial for an Axe Excite body cologne. The commercial begins with an angel falling from the sky. The commercial continues to show multiple angels falling from the sky, mesmerizing pedestrians as they walk pass. The angels are eventually seen gathering around a young boy—implying that he must be the one who is wearing the new Axe Excite cologne. The angels evidently remove their halos and smashes them onto the ground, while also having a sinister grin on their faces. The commercial ends with a voice over announcing: “New Axe Excite: Even Angels Will Fall.”
Advertisements have been utilized for many years to sell products. The very popular company Old Spice, who is one of the top men’s hygienic production companies, is well known for their series of humorous advertising campaigns that uses references to the ideals of what a stereotypical masculine man is supposed to be characterized as. The Old Spice commercial, “The Man Your Man Could Smell Like” that first appeared during the Superbowl in 2010, illustrates that the company successfully utilizes the influence of humor, gender stereotypes, and ethos and pathos to connect emotionally with the audience and persuades men to start using Old Spice Red Zone body wash so that insecure men can become more of a masculine man that females will desire.
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
In today’s world, advertising reaches and influences teens in both negative and positive ways. Teens are bombarded with ads through television, teen magazines, radio, and the internet. Advertisers know teen’s buying power and their willingness to spend their money. Many companies even hire teens to be “consultants” and trendspotters. They want to know what teens are thinking and their likes and dislikes. Some feel this is a good thing and that teens are letting companies know what they want. On the other hand, many believe all this advertising to teens has a negative impact on them. Ads show models with “perfect” bodies. “Every year, the average adolescent sees over 5,000 advertisements mentioning attractiveness” (Haugen). Some feel this leads to teens having low self-esteem, while others argue that it does not have an effect. These people believe teens have the power and control in the advertising world.
It is time, at last, to speak the truth about toxic chemicals behind personal care and beauty products. The daily products of an average person consists of face wash, hand soap, shampoo, conditioner, floss, toothpaste, and deodorant. Surprisingly, all of these products listed contain toxic chemicals that are harmful to our body. If we use these products to maintain our hygiene, does that mean we are not clean without these products? For example, a common shampoo many people use is Head and Shoulders. However, do we know if the shampoo is cleaning our hair from beginning to end or is it damaging our hair? How often do you read the ingredients labeled on your personal care products and wonder if they are safe to use? More importantly, if you
The societal culture of advertising plays a crucial role in the way teenagers interact with one another and how they make decisions. Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product.