11 September 2012
Men, women need you… and with the right resource, you will be the man that all women need. Sounds realistic… right? An ad released in 2008 by AXE body spray for men shows multiple women, in small amounts of clothing, attempting to accomplish different tasks in a wilderness environment. In the end the women do not accomplish much and look very lost, as though they need help, and it ends by showing a male spraying himself with AXE body spray, and a headline that says: “You’re needed at the AXE cottage.” Then the ad then goes on to say: “Buy any AXE product for your chance to visit.” This ad was removed off Canadian television shortly after it was released.
Most of the ads produced by AXE are entertaining, but nonetheless this does not change the fact that most of them are also demeaning to women, including this one. This ad is targeted at men, with an emotional appeal. The message is that women need men, and if you are a user of the product, that you will be what a woman or multiple women need. This ad speaks to men because they want to feel needed and or wanted by women, and if this product is their resolution, then so be it... or in this case, then so buy it. Now, women may feel belittled or offended, but in a men’s defense they’re not so in denial to believe that a single product will actually make a woman need them. Men also don’t make it so that ads be marketed this way, the label does. In today’s society there are many women who are self-made and are competing with men to prove that they can and will do what men can do, and some are even trying to one up the male population. Men are aware of this change in society. For a long time coming women have been seen as incapable, and in history actually had to fight for rights to be able to prove their full capability. It’s not that women do not need men, because women do need men in certain aspects, but to each woman those...
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