This advertisement for Axe body spray is powerful and persuasive in such a hyperbolic sense that it is comical. Not only does it make a claim that by purchasing the body spray will a man, regardless of demeanor, have an army of overzealous lustful women hunting him down like wolves to their prey but it also makes a statement about women as well, presenting the idea that all one needs to sway a woman’s attention is a little body spray. On the surface level most people will view the advertisement as an obvious exaggeration; however, subconsciously the message of body spray giving a man power over women is still present and taken from the commercial. Many people know the commercial is obviously unrealistic, yet they still go to the store and buy the axe body spray. This goes to prove the point that some of the most persuasive commercials are not the ones that force one to buy a product but rather the commercials that present an idea to someone to which they unconsciously accept as fact: hegemonic advertisements.
This commercial clearly demonstrates a use of the advertisement appeal of sex and affiliation to commandeer its audience into a purchase. This particular form of advertising appeal presents a product and how buying that product is affiliated with “getting the girl” or some kind of ostentatious fantasy. These commercials usually use sex appeal to get the audience member to buy the product with scantily-clad women and half naked men.
In this particular commercial, the techniques of sex appealing advertisements are taken to the farthest extreme. The advertisement does not only promise the user of the axe body spray hundreds of women but rather that these women will be so passionately attracted to the user that they will traverse mountains, forests, and oceans to get a piece of him in their lustful hot women frenzy. The commercial spares no expenses both in that every woman in the commercial is wearing a bikini and fits perfectly within the ideal dimensions of the standard of beauty which the media has also done so well at creating.
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