Comments Smells Like World Peace: Axe Body Spray Commercial Aims for Social Relevancy The company's upcoming Super Bowl ad spot is a definite departure from its usual "women in bikinis" branding strategy. Bio What does world peace smell like? If this recently posted commercial is to be believed, it smells like Axe Body Spray.
Posted on February 10, 2 Comments Everyone knows the classic representation of a manly man: It includes the clothes he wears, how he stands, the look on his face, whether or not the man has a sense of power that one can see radiating from his body.
When products are being sold to men the company selling them will usually use this classic representation to do so.
However in this specific advertisement the company takes a new approach in the way the man acts toward his significant other in a time of struggle in this ad being war. Instead of having the man not care about his woman when there is something as grave as a war going on the man chooses to put his woman first and promote peace instead of violence.
The ad has a strong emotional appeal involved with it, which draws the viewer into the story behind the commercial and hooks them in all together. The ad opens up with eerie music that you would find in an important scene of a movie.
This serves the purpose of setting the mood for the advertisement; it creates the feeling of a tense situation. The ad then shows clips of numerous wartime situations in which either a soldier or leader is in a tough situation.
War is a very touchy subject that generates emotion through its mere mention.
When the viewer is shown these strong men who are choosing to put down their weapons and fight for their loved ones instead of against the opposition it sends a very powerful message. For a man to promote peace and love this goes against the normal view that a man should always be tough and fighting but in this ad he is fighting for his woman instead of his country.
There is a lot of historical significance behind the ad that serves to add to the pathos. The different wartime situations in the advertisement can each be related to a real war that our country has had to face in the past hundred years or so.
In the opening scene a Middle Eastern man is caring a very important looking briefcase followed by body guards, he flips it open and inside is a large red button which seems as if pressed will fire a large missile or something of that nature. This can be related to the war in Iraq where we believed the country was holding many weapons of mass destruction to be used against the United States.
Another scenario played out in this ad is a helicopter landing in a jungle like environment. A man steps out of the helicopter over the noise of the blades cutting the wind holding a large assault rifle. He goes to meet an attractive Asian woman who has come to meet him in the middle of what looks to be her rice field.
This can be related to the war in Vietnam where the United States invaded the country in helicopters with large assault rifles to fight, just as the ad has shown. The purpose of creating realistic situations that have historical significance is to bring emotion into the mix of the ad. These events were very real and many good men lost their lives to fight for their country in them.
Where the ad goes about things differently is where instead of having the man only worried about the war the man focuses on the woman.
In the instance of the man climbing out of the helicopter with his assault rifle as he meets the Asian woman he throws his gun on the ground and embraces her with a very passionate kiss. Basically saying forget fighting, all I care about is you. The other example where the middle eastern man presses the large red button as he is sitting on a couch with what looks to be his wife or girlfriend instead of a large bomb or missile going off, the red button shoots fireworks into the air to create a romantic situation for a man and his wife.
This portion of the ad appeals to logos, it is saying that if you wear Axe Peace you will have the confidence to go against society norms and make bold moves to try and earn the love of the ones you truly care about.Axe has the potential to cross cultures, to cross oceans, and to bring people not in hate but in love.
The narrative has a distinct sequence and consequence, man wears Axe, man gets girl.
The construction of the characters suggest that they are men usually acquainted with war, aggression, and violence. “Make Love, Not War” introduced the Axe Peace line but continued a shift in Unilever’s Axe advertising away from earlier promises to directly help men get women.
Mar 31, · The ad campaign for Axes new product Axe Peace titled “Make Love, Not War” uses many stereotypes regarding race, gender and sexuality stereotypes in regards to the delicate subject of war. The ad which features war scenes being diffused by love because the men are wearing Axe Peace. Axe has the potential to cross cultures, to cross oceans, and to bring people not in hate but in love. The narrative has a distinct sequence and consequence, man wears Axe, man gets girl. The construction of the characters suggest that they are men usually acquainted with war, aggression, and violence. Make Love, Not War Essay - Life on Earth constantly swings between peace and war, even though human kind is famishing for happiness. Bliss does not derive from war and violence, why then humanity cannot live without the burden of wars.
Make Love, Not War Essay; Make Love, Not War Essay. Words 5 Pages. Show More. Life on Earth constantly swings between peace and war, even though human kind is famishing for happiness. Bliss does not derive from war and violence, why then humanity cannot live without the burden of wars?
In Love and War Essay "In Love and War. Apr 19, · Stay fresh and smell great with the active and great range of AXE fragrances. #ad #adverts #advertisement #commercial. Mar 21, · I really enjoyed reading you thoughtful analysis of this axe make not love war campaign!
I liked how you incorporated several different perspectives and the several different intersections of race, gender, and . This Is an example of using polymers through the slogan “Make Love, Not War”, which Is the use of the phrase to Incorporate multiple meanings. The ad is directed at both males and females, unlike other Axe advertisements in the past, and so both men and women are considered the inscribed reader.