Advertisement: Axe Effect Essay

1071 words - 4 pages

After reading a few articles in "Signs of Life," one can't help but realize that advertisements play a major role in shaping western cultures. In any commercial or magazine ad, it is clear as day that shower gel is being propped as more than a basic personal hygiene item by the production companies. This is apparent to anyone who observes the Axe Shower Gel advertisement in Maxim magazine. The advertisement consists of a relatively clean bathroom with an occupancy sign being hung on the wall. Below the picture, the advertisement says: "Axe Shower Gel is how dirty boys get clean." All in all, this particular advertisement proves that Steinem's theory that sex and lies in advertisements has become an epidemic in modern times.

Steinem’s theory is most evident in Maxim magazine where Axe advertisements are commonly placed. First off, this advertisement was strategically positioned in the middle of the magazine to maximize recognition. Also, Maxim magazine is a male audience based magazine, thus making the advertisement obvious at first sight that the shower gel is intended for male use. Now when we start analyzing the advertisement, the first thing that we can easily spot is the sign that says: "Occupancy by more than 5 persons is dangerous and unlawful." One may ask why this sign is being awkwardly hanged on the bathroom wall; it's obvious that it doesn't belong there. The actual hidden message of this sign is implying to a male that by using Axe, he can get the ladies. Also, the sign is not only implying that not only can he get one lady, but a whole group of ladies will instinctively go after him if he showers with Axe.

Anyone can see that the advertisement is geared toward men. However, there are none present. In "Masters of Desires" by Jack Solomon, he wrote “America is a nation of fantasizers…easily enthralled by a veritable Fantasy.”(413) To simply explain this, Solomon is trying to say that Americans are easily manipulated by the fantasy they see on TV and it is obvious that this is exactly what the Axe Company is attempting to do in their ad as well. They purposely leave the shower empty in the advertisement so the potential male consumers can fantasize about themselves being pleasured by a group of women in the shower.

This advertisement not only uses the lustful fantasies to bully male consumers into buying the product, but they also use one of the oldest and most effective technique: fear. Solomon writes in his article that all human beings are constantly afraid of being socially unacceptable. This ad here is imposing a fear that if you do not use Axe Shower Gel, you will not become part of the norm and not become socially accepted among women.

Sex in advertising has been a main theme for much of the 21st...

Find Another Essay On Advertisement: Axe Effect

Masculinity Essay

1874 words - 7 pages Masculinity in Popular Culture:Write an extended expository essay in answer to the following:What aspects of masculinity are valued and what aspects are marginalised in modern popular texts? Refer to in DETAIL to at least TWO texts of your own choosing to support your ideas. These texts should be ones that you have not written...

Marketing SWOT of Lux Essay

4510 words - 18 pages Executive Summary

Similar Essays

Girls, Sex, And The Art Of Using Axe

1837 words - 7 pages Advertisers will go to any length to get the attention to their demographic. They create outlandish, eye-catching advertisements that do anything from mock another person to give exaggerated advice to their audience. Doing just that, in 2012, Axe released a new advertising campaign following the boyfriends of five different types of women in one-minute clips. Each clip pairs the five new shower gels they were releasing to the five times of...

Superbowl Commercials Essay

1259 words - 5 pages Instead of the annoyance normally associated with commercials, viewers who happened to catch the Axe Peace, Make Love, Not War advertisement during the 2014 Super Bowl experienced unexpected positive and uplifting feelings. This short sixty second video has the effect of leaving them wondering if an advertisement for body spray could possibly bring about world peace through love. The images of powerful leaders, war-torn countries, and...

Trying To Build A Perpetuum Mobile

834 words - 3 pages Just imagine the huge benefits of a non-stop working machine, which could create energy out of nothing. If this might sound silly now , ...well , humanity needed quite a long time to realise that this is impossible!In fact, during many centuries, thousands of people have tried building such a machine (now called a first degree perpetuum mobile), but with no positive result. The scientific prove that a first degree p.m. is impossible is...

Happiness In Cinderella And The Bachelor

1812 words - 7 pages Completing the Equation For decades, society has introduced fairytales to children at a young age. As the children grow older, they are exposed to more stories, such as television shows. As each child grows mentally and emotionally, they are exposed to the idea that happiness can only be found in love. This love is usually found between two beautiful people, such as in ABC’s The Bachelor and Charles Perrault’s timeless fairytale “Cinderella”....