Good Comparison Between Ads Done By Axe Company Essay Example

The main objective of the First ever Axe Super Bowl 2013 Commercial: Lifeguard is to portray the message of importance of masculinity. The advertisement mainly targets the male and especially those who are youthful probably between the ages of 18-40. Masculinity is well exaggerated as portrayed by the man who rashes to save a lady from drowning. The man is able to carry the lady with such an admirable ease. The key message is that men ought to be more masculine so as to be flexible and even offer assistance when required and well the company is offering just that. The voice is deep base and the words used very are few just as expected in traditional perception of masculinity.
The second advertisement which is still done by the Axe company has the main objective of ‘Find Your Magic’ advertisement is to help men to do away with the traditional belief of masculinity and embrace their self-worth from within themselves without any pressure. The target audience comprises any person of the male gender. The key message is that masculinity is not necessarily defined by a person’s physical attractiveness such as having a well-built body and instead men should find a way of acknowledging their sex regardless of their physique. The tone of voice is sarcastic obvious disregarding the physical appearance- more words are used.
First ever Axe Super Bowl 2013 Commercial: Lifeguard advertisement only has physically attractive males whereas ‘Find Your Magic’ advertisements have various characters that are not physically attractive, for example the man on wheel chair. In axe super ball there is only a single way in which masculinity is portrayed and that is in the physical appearance. In find your magic masculinity is not defined just by the physical attractiveness. This clearly shows that the stereotypes initially held about manhood and masculinity has significantly changed.