Good Essay On Axe Deodorant

Axe is a male grooming products brand from Unilever, a British- Dutch company. It is renowned for its tremendous sexist advertisements. Axe ads are made in a very original, imaginative and artistic way in order to lure clients into using their products. The idea behind this Axe advertisement is to convince the audience into buying their products. Axe wants young men to feel that if they use the Axe deodorant, the girls will go wild and crazy over them because that is what is portrayed in the advertisement.
In the picture, one is able to see the “axe effect.” This has not been portrayed directly instead it has been portrayed in a subliminal manner. In this picture there are two cloth lines on the left and on the right. The cloth line on the right has a woman’s blouse and underpants while the one on the left has a pair of male jeans and socks as well. The way the cloth lines have been separated symbolizes that those are two different bodies, a male and a female. The most notable thing is how the long sleeve on the woman’s blouse extends into the zipper of the jean trouser in a manner that appears to be sexual. When one looks at this picture immediately, what comes to mind first is that the woman is impressed by the man and so she is pleasing him. On looking below, there is the text “Axe Effect,” thus one will come to a conclusion that the man is being pleased sexually because he uses axe deodorant.
The rhetoric behind Axe deodorants is that a man becomes an object of women’s sexual desire after using it and therefore, in this ad, Axe uses the theme of lust. Axe makes their products irresistible. This can be seen in the ad as a woman will not resist a man with the Axe deodorant that is why the blouse is in the man’s zipper. Axe deodorants have targeted young single men and women in the dating arena and through their artistic styles of advertisement, their targeted customers want to experience the Axe effects. This is why the ad has both a male and female clothes.
The Axe deodorant advertisement does a great job of making their product desirable for guys. They use ethos, logos and pathos in different ways in this advertisement. The ethos in the advert is that axe make its user smell good, something that is acceptable in the society and is within its norms thus it should be embraced. On pathos, the appeal is that if men do not switch to the product, their emotional love life will be in jeopardy and they might be lonely. Logos appeal is on the fact that the ad implies that all the men who have used the product have experience the effect being implied by the advertisements. When one takes a good look at this ad, it is designed to attract young males into using the Axe deodorants and they will get the pleasure they need from women and this attracts more clients to buy their deodorants. The advert is passing a message to the men that when they use the Axe deodorants, it just happens as the Axe effect makes them to easily attract women. Therefore, this ad is working magic for Axe.