Top-Rated Free Essay

Axe Advertisement Analysis

Good Essays
Kayla Schnell
McCarthy
English 101
September 15, 2014
They Got You Again
Men and women are constantly up against this battle of how society exploits them in the media and in advertisements. Whether it’s really obvious or quite discreet, this is an issue that doesn’t seem to be dying down. This affects everyone in some way or another. People take great offense to how advertisers portray people. Most of the time is just for their own sake and good, not thinking about how their ads really disturb people. The fashion and cosmetic industry continues to push over their boundaries in their depiction of women and men. They play with our thought process and minds, just so we will buy into their products or services. Most people view this as any ordinary Axe Body Spray advertisement, but after analysis its clear that this company degrades and sexualizes men just to sell their products. Looking at this ad and analyzing the movement, the first thing you’ll notice is the bottom half of a man’s body facing the window of a lingerie store, which contains a woman wearing very revealing, red undergarments. This is the center and focal point of the whole ad. After noticing that, you’re probably wondering where the other half of his body remains. Well, moving on from the legs, the next thing to take notice in is the upper half walking with a woman, that appears to be his girlfriend, maybe even his wife. Her being his wife is immediately discarded once you notice the man has no ring on his finger. The couple appear to be dressed fairly casually and having a great time together. The woman seems to have no notice in the fact that the man she is with doesn’t have legs. After checking out the people, we move our way to the text. “Part Good, Part Bad. That’s Man’s Essence.” Pondering this greatly explains the detachment of the man’s body. One part of his body must be the “good” while the other half must be the “bad.” Obviously, the good part is the man with his date, and the bad part is the legs standing in front of the fairly sexy dressed manikin.
Very commonly, advertisers will play with your emotions and passions. Everyone has some sort of sexual need, whether you’re a male or female. Axe’s ads portray various ways the products supposedly helped men attract women. Their angle of vision strategy incorporates a lot of sexual desires into their advertisements to appeal to a man’s feelings, also known as pathos. Axe is selling their body spray by unconsciously showing men that it will also satisfy their sexual wants. Presented here is that men will get sex, along with women, if they use their body spray. If a man really thinks that just by wearing a certain scent that they will meet their sexual needs, they have got the idea all wrong. Axe only uses this approach because it works for a product like this, but it is actually not worthy of doing what it shows it can do.
The medium of this ad also gives it a lot of meaning. This ad was more than likely in a magazine in which men will look at. The advertisers take advantage of every little thing they can for their own good. Although we can’t be sure of the placement or which magazine this ad was in, it still makes sense for the message they are trying to convey to readers. It’s short and simple, but it really rakes in men who have sexual desires. Does this really seem fair? It’s almost like a tease or charade game they play on men’s minds. This ad had a lot of thought put into this as well. Even the placement of everything involved a strategy. Without the right placement, you can’t have the right movement. The movement starts you off with the sexy dressed lady and pants, which is the main focus behind the meaning of the ad: sex. Moving on from that you notice more and more things that the advertisers strategically do just to appeal to their target audience. Even the colors are all apart of the plan. It’s not convenient that the thing that pops out the most is a bright red, sexy outfit on a manikin. This is exactly what they want every man to look at first just to even feel like their needs are being satisfied throughout the use of the product. Everything else in the ad remains a neutral color because they really want the target audience to take notice in the red before everything else, and over everything else. The caption to the ad, “Part Good. Part Bad” really puts everything into context. Men are constantly trying to achieve this bad or toughness in them. What better way to achieve that then by wearing Axe?
After analysis, it might be clearer what the company Axe does to negatively portray men. Axe only wants to think they are satisfying a man’s desire, when they are doing nothing but exploiting them. It’s not fair that a company like this can put this image into men’s heads. Men shouldn’t think that just because they buy a product, it would change their life and satisfy their needs. Will Rogers once said, “Advertising is the art of convincing people to spend money that they don’t have for something they don’t need.” Making advertisements isn’t just a business plan, rather than a game. Companies play these games on people’s unconscious minds to see what brings more customers and money in, stopping at no extent. This is an ongoing problem in society that needs to be stopped. Advertisers shouldn’t be putting these obscure thoughts into minds. It isn’t fair to men, nor is it fair to anyone else.

You May Also Find These Documents Helpful

  • Good Essays

    Aborting Axe Visual culture and social norms presented in our everyday life influence the way we think about gender. In “Becoming Members of Society”, author, Aaron Devor discusses how society impacts our gender identity. Advertisement consumes the public life and shapes how we view ourselves. Axe Deodorant is a brand of male grooming products known to spark controversy all over the world for their commercials and ads. For the Axe Cottage scent that came out in 2008, a sexist, stereotypical commercial…

    • 960 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Axe Analysis

    • 1247 Words
    • 5 Pages

    Marketing Project : AXE I/ The situation analysis {draw:frame} The environment Axe was inspired by another Unilever’s brand, Impulse. Like Axe, Impulse was a fragranced deodorant body spray for women that promised wearers male attention. Thanks to Axe’ success in France, Unilever decided to launch the brand in other European countries from 1985. However, in United Kingdom, the brand was renamed Lynx. Then, Axe encountered the same success in Latin America but it was less important…

    • 1247 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Axe Rhetorical Analysis

    • 1581 Words
    • 7 Pages

    Lustful Fragrance: The Sexism of Axe (1)Axe is well known for advertisements promoting their male grooming products, many of them featuring sexual promiscuity and sexism. A large number of their ads usually include a male using their product to attract beautiful women as a way to strike interest among male viewers because of commercial realism[1]. Although they attempted to create a new approach of promotion for one commercial, it doesn’t seem to show any change from its sexist…

    • 1581 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    Swot Analysis of Axe

    • 544 Words
    • 3 Pages

    SWOT Analysis 1. Strengths: * Axe’s tagline “Axe Effect” is well known among a huge customer base across different age groups. Therefore AXE enjoys a huge brand equity because the consumers perception of the brand happens to be good. The phrase “Axe Effect” is quite popular among men across different age groups and thus consumers already know the intangible value associated with the product. * Axe enjoys a huge distribution network of Hindustan Unilever. The distribution network of Hindustan…

    • 544 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Favourite advertisements: “Cadbury Diary Milk “chocolates Objective of Advertising : • Cadbury’s decision to position Diary Milk as a dessert opened up new avenues of marketing in terms of a new target customers and instance of purchase. This could lead to generating higher business by an increase in Sales within newly formed target customer or the newly created purchase occasions, in order to encourage them to purchase diary milk and recommend to others. • It’s a persuasive advertising -: its…

    • 1572 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    Axe Advertising

    • 1907 Words
    • 8 Pages

    INTERNATIONAL ADVERTISING ANALYSES AXE ANARCHY FOR HIM + FOR HER ‘ UNLEASH THE CHAOS ’ [pic] Lilian Bouw Junghyun Park Elaisa Telgt 3IBL2 1. Link to the advertisement http://www.youtube.com/watch?v=3nBaH3t5jss 2. Description of the advertisement The TV spot, “The chain”, show a world where lust causes men and women to take leave of their sense and the uproar that result. Along with a background music, ‘Can’t help falling in love with…

    • 1907 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Axe Marketingstrategy

    • 3229 Words
    • 13 Pages

    That is the idea of “The AXE Effect” which implies that every last man could be the object of women’s desire by using this antiperspirant. Considering all this you can divine that there must be a convincing marketing concept behind it. And that’s why we decided to follow up with this special brand. AXE (or LYNX) is a brand of male grooming products, corresponding to the Anglo-Dutch cooperation “Unilever”. It is marketed towards young males aged between 12 and 29. The AXE brand found its way into…

    • 3229 Words
    • 13 Pages
    Powerful Essays
  • Better Essays

    Axe Strategy

    • 3515 Words
    • 15 Pages

    audience in this campaign _______________P7 5. Is this advertisement a part of an integrated marketing communication action? If so, can you give me more details about this plan? ________________________________________P9 6. Analyze this communication actions using semiotics. __________P11 1. What is the context of the campaign? The global strategy of Axe Anarchy campaign The Axe Anarchy campaign follows the Axe Hair campaign, but also differs from it. In this case…

    • 3515 Words
    • 15 Pages
    Better Essays
  • Good Essays

    Axe Marketing

    • 917 Words
    • 4 Pages

    Something that is printed on practically all AXE products summarizes what AXE is really trying to sell. When one looks at an AXE product there is not much to it; it is usually plain with very little color. Something known as the “AXE Effect” is printed on the bottle and/or can of the AXE product. “The AXE Effect may result in, but is not limited to, unrelenting female attention and/or late nights.” It is one simple, obscene sentence that summarizes what the brand stands for, how it is marketed, promoted…

    • 917 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Axe Cologne

    • 2425 Words
    • 10 Pages

    Axe Cologne By: Emily Kaminski, Tyler Melville, David Lee Miller, Lazar Radicevic, Jaclyn Schwarz, Matthew Tesch, Kyle Trelka Table of Contents Introduction 3 History 3 Objectives 4 Product 4 Price 5 Promotion 6 Placement 7 Target Audience 8 Budget 8 SWOT 9 Competition 9 Marketing Issues 10 References 11 Introduction Our marketing team has taken on the challenge…

    • 2425 Words
    • 10 Pages
    Better Essays