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Advertisment - Essay Example

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In the majority of cases, it is a female body that is used as a medium to persuade the target audience to buy a particular product. With this aim in mind,…
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Download file to see previous pages One of its most famous commercial, with a slogan “Spray more, get more”, which, by the way, has more than 50 million views on Youtube, mat be regarded as the epitome of the utilization of the ‘sex sells’ concept and stereotyping of women.
Axe is a brand that produces such hygiene products for men as body spray, body wash, and deodorant. The entire campaign of this brand is comprised of the commercials that have one common theme in all of them. More specifically, in all the commercials of the advertising campaign of the brand, the main character is a man who is chased by a great number of attractive women. The overall idea of the entire campaign is that once a man uses one of the Axe products, he will become desirable for all women he meets. Using such a template for the ads, the advertisers draw a distinctive dividing line between genders and present women as objects in order to target the consumer group. In other words, they tend to create particular stereotypes about genders and use the ‘sex sells’ concept to promote their products.
Accordingly to the current studies, the sexual objectification (so-called fetishisation) of female body has become a tendency in modern advertising. Researches show that compared to man, women are portrayed in a sexual manner more often (Brodolini, Giomi, Sansoneti, and Tota 19). The advertisement chosen for the analysis follows the same common scheme of all the ads of the brand. In the very beginning, a young attractive woman feels a particular kind of smell, which is the smell of Axe body spray. She likes it, starts running towards the source of the smell and sees many other girls running through the wild forest in search of the source of the smell. Each of the girls tries to reach the source first. In their pursuit, they overcome a wide range of obstacles: they swim across the sea, climb to the top of the hill and then climb down and finally come to the sea coast. There appears a young man ...Download file to see next pagesRead More
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