Axe Vs Old Spice

When a person begins his or her search to purchase an item, the consumer begins to compare and contrast similar products. Television advertisements are one of the biggest consumer thresholds for goods. Commercials, for the most part, try and persuade each of its potential buyers with different ways of entertainment, action, sex, emotion, and comedy. The fragrance industry thrives off of television and magazine advertisements. The Advertisements can be witty and or humorous to get viewers, or they can chose a path of gripping and electrifying ideas to impact its viewers. While both fragrance giants Axe and Old Spice explore and come up with ways to persuade men to buy their fragrance products, Axe takes a more unconventional and serious way
Axe has created the idea that the women’s fate belongs to men. This advertisement creates an idea that all women are dependent on a male as the women are portrayed as ambivalent, accommodating, and subject to persuasion without making a compelling choice for themselves. This represents the idea of extreme masculinity which degrades the decisions and opinions of women. The male is represented as holding all the power using the bomb threat in the Middle East, the tank in Europe being pointed towards the blond women, the rifle the American Soldier was carrying as he got off of the helicopter, and the power that comes with Kim Jung Un ruling an entire nation. Continuing, this Axe commercial gives suggestions to controversial ideas. There are extreme stereotypes depicting the people of Muslim being combative, North Koreans people being passive, and women being objects. Unlike the Axe commercial, Old Spice has taken a safer route by mocking emotions rather than portraying extremely moving emotions as Axe
The first illustration of love begins by an illustration of the first couple caressing each other during a slow dance at prom. The Second couple portrays happiness while leaving a movie date. Next would be the joy the third Young couple is receiving from holding hands at an ice skating rink and appreciating each other’s time together. The fourth and final couple is shown smiling and carrying on a conversation while on a dinner date. There is also happiness in each father as the fathers don’t have to worry about their son “living in (the fathers) driveway in a van” The next father portrays joy from his son hopefully becoming employed soon meaning that he will not need to provide for him as much anymore financially. The next father being depicted in the commercial happily declares that he will be using his sons’ room for storage in the close future. The final story illustrating love in the old spice commercial is the father claiming he is crying with his wife “tears of joy” because old spice sprayed a man of their boy. The only ones that face reality with sad and depressed emotions would be the mothers of the newly transformed men. Each of the mothers will soon have no one to raise and this breaks all of the old mothers’