Advertisement Analysis

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advertisement, the need to dominate is still present. As noted previously, the women begin to behave in a manner that is reminiscent of wild animals in heat – there are about a dozen women to the one man in the scene and it reminded me of a lion pride. Also noted previously, the male character is in good physical shape – he has a well-built physique and would more than likely be considered attractive to many women. The male character is clearly alone in order to highlight his dominance over other men… a dominance that he is awarded by choosing to bathe with Axe.

The need for attention (Pathos)

While the need to dominate is more subtle, the need for attention is more overt in this scene. The male character is clearly reveling in the attention being lavished upon him by the women. He bites his lip, displays facial expressions intended to mimic pleasure, and writhes his body as he is being touched by the dozen or so women surrounding him. When the audience is privy to his flashback that shows him using the product in the shower prior to leaving for the pool, we can assume that he used the product with the intention of drawing attention to himself. It is obvious that he knows (or suspects) the effect the product will have on the women he encounters. Along that line of reasoning, the fact that he is being surrounded by these women is also a testament to his need for attention. Although this male character stands out and receives all of the available female attention, it would have been more effective if there were at least one other male character in the scene; particularly if he stole the female attention away from a dominant male simply by using the product.

CONCLUSION/RECOMMENDATIONS:

CBS news says that Americans are exposed to roughly five thousand advertisements daily. As a result of this broad exposure, marketing specialists need to focus their goals on grabbing the attention of their projected market. Using advertising appeals (both overtly and subtly), casting attractive actors, using bold and attractive colors, and the use of music can either draw people in or turn them off to a product. Axe body wash effectively markets their products to males between late adolescence and early adulthood, playing up their need for sexual gratification and attention. By aiming their advertising campaign towards this impressionable demographic, the marketers are sensationalizing sexual appeal towards people who are not necessarily sexually active.

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