Media Bites – Axe Body Spray and uninteresting Male behavior
July 27, 2010
In this week’s Media Bites we look at one of the new ads for Axe body spray. Like previous Axe commercials this one also equates the use of their product by men as a way of making them more desirable to women. The absurdity of this ad is accentuated by the punch line, which says, “women get bored easy.” In addition, the commercial continues the main advertising mantra, which says that we are happier and more human when we consume products.
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I wonder how many men have been turned off, over the last few years, from buying products marketed in this way. I had heard that beer companies were worried that the old sex-centric advertising wasn’t working as well for them as it once did. I hardly find that surprising , as some sizable segment of men must grow weary of having their intelligence insulted by brewers pitching their crap with “T-n-A” every time they turn on the TV. This ad campaign might be an attempt to blend something funny and clearly absurd with the usual sex angle. You laugh and you remember the funny commercial, even if you might think it sexist or ignorant or both. Either way the ad-men win, they feel.