Can a Commercial Be Too Sexy for Its Own Good? Ask Axe

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Can a commercial be too sexy for its own good? Ask Axe Martin Lindstrom who is a Danish writer and an expert in branding has written an article about Axe and commercials in general. He means that commercials use too much sex. He talks about an Axe commercial and how it all works in that business. At last he talks about how some men who tried to use the Axe product and how it did not transform them into a great looking sex magnet, so they started to use too much of it and on a school in Minnesota it got banned, because it stank so much. And dorks and nerds began to buy Axe also, and the brand took a huge hit, because it got a bad rumor. The headline has a question, which gets answered already in the headline to. But it captures the reader’s attention already there. The headline is true to the content in the article. It tells us about the story behind Axe commercials and how some of it went wrong and the sale and brand took a huge hit. In the first couple of lines Martin Lindstrom comes with a statement that generalizes women and men. He says that men are more attracted to women in not so much clothes and when the commercial ends with some humor. Already there he may provoke or even offend some people, also with the statement that women likes commercials that are more romantic than sexual. He can easily offend someone by that. He comes with facts about how Unilever produced the commercial. They took a lot of men, and studied their behavior and then split them into different groups. There were the groups of “The predator, the Natural Talent, the Marriage-Material guy, Always the Friend, the Insecure Novice and the Enthusiastic Novice” the people who would use Axe when it came out on the market. They used a lot of psychology to make the commercials and based the whole thing on psychology. In a way he reveals the secret about Axe deodorant and what they did to make
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