The Axe Effect
http://www.youtube.com/watch?v=I9tWZB7OUSU
This entertaining commercial is directed specifically towards high school and college men. From the beginning of the commercial, women in tiny bikinis are running through woods, swimming the ocean, and jumping off cliffs. I was curious to find out what this commercial was all about, and of course the women are running towards a man standing on a beach spraying himself with axe. In this commercial two different propaganda techniques are used, association and glittering generalities. Both techniques were used in different ways. Association was used by having the beautiful women running and wanting the man the smells amazing. This technique makes the product look very desirable to young men my age. I even love the smell of it! The glittering generalities technique was used at the end of the commercial when they gave the catchy slogan “spray more get more the axe effect.” The axe effect is when the women chase after you; therefore, the commercial appeals to men because men want beautiful women to want them, and they believe axe will have that effect. I thought this commercial was hilarious!
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Yes, the Axe commercials do play off the sexual attraction theme and most of them are set on the beach with women in bikinis. Sex sells, right.
ReplyDeleteNice analysis of the propaganda techniques used.