Axe: Boom Boom
The Advertisement that I'm analyzing is one of Axe Deodorant Spray's, interesting commercials, viewable on Youtube.com here: http://www.youtube.com/watch?v=fbU_j0bxWpU. Now, every Axe advertisement I've seen (even the old school ones) were rather sexist, objectifying women and all that, one man, hordes of horny women. This ad I've chosen, however, now seems to tackle religion. The manly man wearing the deodorant is a Christian sort of missionary, similar to a Mormon. However, the guy doesn't have a partner with him, and Mormons usually travel in pairs. Nonetheless, this guy is pretty close to Mormon-looking. He drives down the road on his bike and begins to attract all the young, mid-20's women. There's flirtation going on, and at the end when he opens his Bible, there's an Axe hidden inside. There's one of two things I can see from this. First, the guy is a good Christian/Mormon on his daily mission. This is my initial reaction. The women are the tempters. They tempt him and he eventually falls. This alludes back to Paradise, Adam-and-Eve stigma of women as tempters and men as sad victims. However, the other thing that I began to realize is the possibility that the man is a disguised tempter. The women are easy prey. The man comes in, dressed, as a good Christian/Mormon, but the message he really is trying to spread is temptation, therefore the Axe hidden, dug into the pages of the Bible. This also goes back to Paradise times, with Satan dressed as an innocent serpent-animal. This images a fake Christian/Mormon being the tempter is furthered by the fact that the ad takes place during daytime, early afternoon. In the traditional, domestic mindset, the man is at work and the woman is at home, attending to domestic issues. Therefore there are no men in the commercial except the fake Christian/ Mormon. So the women have no one to protect them from the tempter, once again, as in the Genesis story. They are then innocent, damsels-in-distress, and...
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