Kelsey Reynolds Mr. Oliver FCOMP 1123 30 September 2012 Axe Detailer Commercial Rhetorical Analysis Axe is an infamous brand of male grooming products where the advertisements suggest promiscuous ways their product helps men attract women. In this particular commercial, Axe is trying to convince consumers that the new “Detailer” is an essential product to their line in a parody of a TV Home Shopping Commercial. Through the use of credible sports superstars, endless sexual innuendos, and heaps of pseudoscientific evidence, this Axe commercial successfully captivated the minds of viewers. The Axe detailer commercial could easily go down in advertisement history as one of the most racy, crude, and memorable commercials of all time! Immediately after Denise Saint-Claire introduced tennis phenom Monica Blake, Blake grabs viewer attention by saying “So no one wants to play with dirty balls, that’s why you have to keep your balls clean” while gripping a soccer ball.
The man’s face and attitude are fully visible. He looks frisky, domineering, demanding, and ready for fun. The use of Matt Ryan in an ad for something that the average American uses gives the consumer a sense of being wealthy, popular and attractive. The fact that a celebrity is using the product also makes the consumer want to own the product so they can tell their friends how they just bought the product that so and so
But in such an age of connectivity, these advertisements are becoming white noise, causing companies and their advertisers to muster up new strategies to stand out, take hold of consumers, create loyal customers, and eventually profit. Companies pull out every trick in the bag—ranging from bargains to celebrity testimonials—in order to sell a product; however, seldom have been as successful and profitable as using sex and promiscuity. One company notorious for their “sex-sells” campaigns is clothing giant Abercrombie and Fitch, one of the few companies built entirely off of sex appeal and a certain “look.” Through their clothing advertisements and in-store poster displays, Abercrombie and Fitch exploits teenage sexuality and promotes promiscuity—through their use of sexual images—in order to sell their “lifestyle” and market the Abercrombie and Fitch brand. Abercrombie and Fitch’s exploitation of teenage sexuality promotes dangerous and promiscuous activities; thus, Abercrombie and Fitch should not be allowed to continue to advertise by using these infelicitous, immoral tactics. At a first glance, an Abercrombie
He said himself in an interview with the New York Times, “A lot of the kids from downtown NY are very, very particular”. Jebbia decided to target the tough, skeptical audience that wanted clothes you could only get if you knew exactly where to find them. These kids were more like a couture consumer than a mass one, and seeing as he’s hit the nail on the head in terms of marketing he’s hardly surprised to see his brand being mentioned in mainstream fashion magazines. Jebbia even says on the company’s website that he considers Supreme to be, ‘a lifestyle brand’, along the lines of the high-end streetwear labels such as A.P.C, or even Carhartt. Yet, for much of its existence, the original Supreme shop was confined to house the ‘in-crowd’, and had a period in the 90s where it was essentially a scruffy clubhouse for a select crew of skate-rats, underground filmmakers and, of course, rappers.
General Environment In each of the 7 dimensions, you should describe the dimension relative to both the industry and the firm’s position within the industry relative to the environmental dimension. Be sure to provide support for your statements. Demographic- Under Armour is popular among athletes of all ages due to its sports apparel products that are supposed to help improve performance. Most of its following has been males, but Under Armour is trying to change that with introducing new women’s clothing lines. Although its main target started out being collegiate and professional athletes that could really benefit from the use of Under Armour products, it has also obtained a following of youth, adults, and nonprofessional athletes.
Advertisements have become part of our everyday lives. Every day we are exposed to thousands of images and advertisements unconsciously. The purpose of these ads is to attract the viewer’s attention, the prospective customers, and persuade them to buy their products or services. These ads employ different techniques which utilize emotional and psychological tactics in an effort to touch upon people’s deepest motives and desires. In the article Beauty (Re) discovers the male body; philosopher Susan Bordo explores the impact on contemporary culture of the male body in advertisements.
Age and life stage where the first that could notice. None of the Axe ads have people in their mid 30’s or older. Lifestyle was also something I noticed they used. In every ad they change the lifestyle of the person/people to fit different demo graphs in their target audiences. These characteristics help them sell their brand and now that they have broadened their horizons, they are not only selling male products but by having a female audience has also caused a change in the target audience.
Lynx legend deodorant ad analysis Lynx is a body care brand focusing on deodorants and shower gels, it is the front runner In male body care products mainly due to its marketing and advertising which is often humorous. Its prime audience is an A3 audience, young males particularly single males their target audience in every ad is the same as they produce for a niche market. The advert would be focused on mostly aspirers and hedonists. They do this by showing normal average guys who are then using Lynx and having great success with young attractive females, this draws in the attention of aspirers as they want to have the best to look good in front of everyone and also appeals to hedonists as using Lynx will help them with the opposite sex on a night out. The Lynx legend act persuades its audience to purchase the product by starting the ad with loads of women in bikinis swimming, running and climbing through a sandy beach In the sun to a unknown place.
Kids cannot wait to get their driver’s licenses, celebrities are always looking for the hottest (and most expensive) car, and families want to be up-to-date with the latest technology in cars. Cars advertisements are effective because they develop a need in consumers, and are not as effective if the ads do not contain a picture or video; Further, the older ads appeal to the same needs as the newer ads, however the ads have changed over time. In the 1975 Chevrolet commercial, the song and announcer basically tell the audience watching the commercial that the Chevrolet is as American as baseball, apple pie, and hotdogs. This tells the audience the car is something that the consumers need in order to be fully American. The Chevrolet commercial had a catchy tune and would probably be a good radio advertisement, but it was much better with the video that went along with it.
Explain how the message is related to diversity, who is different and from whom are they different? The Axe Effect http://www.youtube.com/watch?v=I9tWZB7OUSU Sex - almost the most powerful tool used in today’s media to sell sell sell. Also, sex is the principle feature in the Axe Effect - Billions TV commercial for men’s deodorant. This short clip, exaggerates billions’ of women’s attraction towards a man. In less than a minute, the ‘Axe Effect’ teaches its male market the compulsive attraction women will have towards them, when using their product.