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Axe Peace Commercials Essay

1407 words - 6 pages

Commercials can be an annoying, boring and go on about stuff that some people might not care about. Although, some do have good intentions and messages like the Axe Peace commercial by the Axe company. Axe is a company that makes men's shower gel, body sprays, deodorant, and hair care products. Axe recently came out with a new product called Axe Peace, which is exactly what they are trying to promote by coming up with this product, peace. The ad shows many different war situations in which they end up to be not as they seem. Now to the question at hand, is this commercial effective in terms of getting the potential customers to feel something about the product and buy it in the future? The Axe company and commercials have always been successful in getting customers to buy into their products. This is because they touch upon all different aspects in life such as war and women.
Axe Peace is a commercial showing many different viewpoints. Whether those views are through the women's, men's, soldiers, or dictator. The directors were smart here as it shows the emotions and standpoints from each of the characters in the commercial. It starts off by showing different war scenarios that the United States has been through, first it shows the middle eastern dictator carrying in a brief case that looks to be highly dangerous, the panzer tank from World War II rolling in over a baby dolls head, the North Korean leader saluting his soldiers, and finally helicopters rolling in, storming over Vietnam. The dictator opens the brief case and reveals buttons that could be used to control missiles, next a Vietnamese woman walks towards a helicopter and the American soldier is running towards her with an M-16 rifle. Now, here is where the whole commercial changes route. A woman stands in front of the tank, terrified, when her husband finally get out and they embrace. The soldier running towards the Vietnamese woman suddenly drops his rifle and kisses his woman. The North Korean leader signals and all of his soldiers prop up a picture of him and his spouse, they both smile, and the woman embraces his hand with hers. Finally the middle eastern man hits the button, instead of missiles, fireworks blaze the sky, as they smile at each other and he kisses her hand. Axe finally comes and says, "make love, not war" and the commercial fades out. This commercial applies logos in two specific ways. The first was the scary looking scenarios that were laid out going in a completely different direction. This gives the logical message of not everyone and everything is the way it seems. The men changed from what looked to be sinister and up to no good, to men of passion and love toward their significant other. This brings the second point into conversation, the women in the commercial. These men showed compassion and love toward their spouses. This portion of the commercial gives the message that by using the spray, a person is receiving confidence by going against what...

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