The Axe Excite, the new scent of Axe deodorant, will not only seduces women but even angels will fall for it. The starts from a kid standing and people, mostly men, shocked by the coming of angels who fell from the sky and it continued until these fallen angels had found the owner of the scent, which is the man by his motorcycle. The ad ended when the man put on the Axe deodorant and another angel fell from the sky.
[1] The Axe Excite commercial, released three years ago, was created by the BBH London agency and was produced by Suza Hovart for Axe (Unilever).
[2] Axe commercials’ main target consumers are men. Based on the commercial, it’s target age of consumers are from the young, middle-aged, and up to old men. This was seen in the commercial when the young kids, the old men, and the man was seen staring at the fallen angels. In general, the target consumers are men, regardless of ethnicity, profession, class, and etc. In addition, the markets of Axe products are worldwide.
[3] The texts shown in the commercial are fallen angels, men of different ages, audience from the background, public and urban setting, cars, motorcycle, tables and chairs, restaurants, houses, hanging clothes, bedroom, and axe deodorant. The music used in the background sets the mood of the coming of the fallen angels and at the end of the commercial the narrator states, “Excite, the new fragrance from Axe…Even angels will fall.”
[4] The aforesaid images represent a hidden message to its viewers; Axe Excite is a deodorant that makes men confident of their body odor and or hygiene. Furthermore, when using this deodorant, women, even “angels”, gets excited and lures the man using it. The body image used in this commercial is the fallen angels, seduced by the fragrance of Axe Excite. The image being portrayed by the fallen angels are women who are innocent looking, slim and sexy, and gorgeous; while the man, or the protagonist, who happened to used Axe product is just an ordinary man. To conclude the message given by the commercial, men who use Axe Excite, although ordinary, can lure beautiful women just by using it.
[5] In the commercial ad, no specific lifestyle was evident nor values but using the product in everyday life, regardless of different lifestyles, will help men from getting the woman of their dreams.
[6] In advertisements like this, persuasion is the key to sell a product. In this particular ad, the tools of persuasion used are incomplete facts or card stacking and post hoc ergo propter hoc. The Axe commercial did not include the details of the product and instead it focus on how the fragrance seduces women, which is why it committed the fallacy of incomplete facts or card stacking. Another fallacy committed by the same commercial is post hoc ergo propter hoc: the angels fell from the sky because the man used the Axe Excite deodorant. Meanwhile, the rhetorical appeal used in delivering this message is logos, if a man buy and use this product, then even angels will fall for them.
[7] Although it committed some fallacies, the advertisement has a positive message towards the male consumers, which is boosting men’s confidence by promoting the use of this product and a good hygiene attracts women. However, the negative message delivered by this commercial ad is when using this product, beautiful and model-like women are expected to be attracted to the man using it.
[8] Since the commercial is meant to target male consumers, the product aims to empower men by boosting their confidence, in terms of body odor and such. Those who do not purchase this product does not mean that they won’t be able to attract women portrayed by this advertisement and those who purchased this product but considers the product as ordinary and not effective in alluring women may be the disempowered ones.
[9] As the commercial continues, the fallen angels found the owner of the scent of Axe Excite and at the end the man sprayed the deodorant and the sound of another fallen angel was heard. The ad did not only lacked details of the product but it also did not showcase how it is effective and alluring and at the same time effective in maintaining good body odor. The lacked of information can be retrieved by interviewing the actual users of the product and also asking the women who enjoys this scent on men.
[10] By analyzing this ad, one would understand the huge difference of the text being shown from the real text or the subtext of the message being delivered. In this case, not all women may be attracted to this scent since not all women have the same taste and to the consumers of this product, not all beautiful women, as depicted by the fallen angels, will be lured to them.
written by: Austin Javier
[2] Axe commercials’ main target consumers are men. Based on the commercial, it’s target age of consumers are from the young, middle-aged, and up to old men. This was seen in the commercial when the young kids, the old men, and the man was seen staring at the fallen angels. In general, the target consumers are men, regardless of ethnicity, profession, class, and etc. In addition, the markets of Axe products are worldwide.
[3] The texts shown in the commercial are fallen angels, men of different ages, audience from the background, public and urban setting, cars, motorcycle, tables and chairs, restaurants, houses, hanging clothes, bedroom, and axe deodorant. The music used in the background sets the mood of the coming of the fallen angels and at the end of the commercial the narrator states, “Excite, the new fragrance from Axe…Even angels will fall.”
[4] The aforesaid images represent a hidden message to its viewers; Axe Excite is a deodorant that makes men confident of their body odor and or hygiene. Furthermore, when using this deodorant, women, even “angels”, gets excited and lures the man using it. The body image used in this commercial is the fallen angels, seduced by the fragrance of Axe Excite. The image being portrayed by the fallen angels are women who are innocent looking, slim and sexy, and gorgeous; while the man, or the protagonist, who happened to used Axe product is just an ordinary man. To conclude the message given by the commercial, men who use Axe Excite, although ordinary, can lure beautiful women just by using it.
[5] In the commercial ad, no specific lifestyle was evident nor values but using the product in everyday life, regardless of different lifestyles, will help men from getting the woman of their dreams.
[6] In advertisements like this, persuasion is the key to sell a product. In this particular ad, the tools of persuasion used are incomplete facts or card stacking and post hoc ergo propter hoc. The Axe commercial did not include the details of the product and instead it focus on how the fragrance seduces women, which is why it committed the fallacy of incomplete facts or card stacking. Another fallacy committed by the same commercial is post hoc ergo propter hoc: the angels fell from the sky because the man used the Axe Excite deodorant. Meanwhile, the rhetorical appeal used in delivering this message is logos, if a man buy and use this product, then even angels will fall for them.
[7] Although it committed some fallacies, the advertisement has a positive message towards the male consumers, which is boosting men’s confidence by promoting the use of this product and a good hygiene attracts women. However, the negative message delivered by this commercial ad is when using this product, beautiful and model-like women are expected to be attracted to the man using it.
[8] Since the commercial is meant to target male consumers, the product aims to empower men by boosting their confidence, in terms of body odor and such. Those who do not purchase this product does not mean that they won’t be able to attract women portrayed by this advertisement and those who purchased this product but considers the product as ordinary and not effective in alluring women may be the disempowered ones.
[9] As the commercial continues, the fallen angels found the owner of the scent of Axe Excite and at the end the man sprayed the deodorant and the sound of another fallen angel was heard. The ad did not only lacked details of the product but it also did not showcase how it is effective and alluring and at the same time effective in maintaining good body odor. The lacked of information can be retrieved by interviewing the actual users of the product and also asking the women who enjoys this scent on men.
[10] By analyzing this ad, one would understand the huge difference of the text being shown from the real text or the subtext of the message being delivered. In this case, not all women may be attracted to this scent since not all women have the same taste and to the consumers of this product, not all beautiful women, as depicted by the fallen angels, will be lured to them.
written by: Austin Javier
Sources
Axe (brand) - Wikipedia, the free encyclopedia. (n.d.). Retrieved January 29, 2014, from http://en.wikipedia.org/wiki/Axe_(brand)
Axe, E. (2011, January 3). AXE EXCITE Full Version [Video file]. Retrieved from http://www.youtube.com/watch?v=NA5tvCyjRpc
Floresca, E. (2011, February 3). Campaign: Axe Excite – Let the Angels Fall | The Ad Buzz. Retrieved January 29, 2014, from http://theadbuzz.com/2011/02/campaign-axe-excite/
Axe, E. (2011, January 3). AXE EXCITE Full Version [Video file]. Retrieved from http://www.youtube.com/watch?v=NA5tvCyjRpc
Floresca, E. (2011, February 3). Campaign: Axe Excite – Let the Angels Fall | The Ad Buzz. Retrieved January 29, 2014, from http://theadbuzz.com/2011/02/campaign-axe-excite/