Body odor prevention and sex are two matters that one would typically not expect to be correlated. However, when it comes to the advertising of men’s deodorant and hygiene products, sexualizing men and women actually seems to be quite the trend. Two of the leading brands in this market, Axe and Old Spice, frequently utilize this strategy. They each do so in their own, individual way, yet they end up sending similar messages to the consumer. Regardless of the differing elements of their techniques, both companies sexualize people in order to sell their product. While this strategy has certainly helped them prosper, it has also led them into controversy.
Why are we intrigued by Old Spice’s commercials? It is because they play the sex appeal card and draw you in with hunky male actors. The company typically casts the quintessential manly man - the type that all men should aspire to be like. He is burly, toned, and seemingly flawless. He dresses with style and carries himself suavely. He knows exactly what to say to women, and he knows exactly how to please them. It is almost as if he is majestic. He is essentially the perfect human being. In one of their most recent and popular commercials, this perfect human being takes you by surprise as he suddenly appears on the screen. Of course, he is tall, dark, handsome, and chiseled to perfection. He is half naked, covered only by a towel that is loosely drawn at his hips. He captivates you within seconds and demands that you look directly at him. Once he has your attention, he stares at you with his mesmerizing eyes and continues to deliver his message in a deep, manly, and melodic voice. He entices you and lures you into a seemingly unreal world. He magically teleports from a bathroom, to a luxury yacht, and onto a tropical beach where he is riding a horse. An oyster shell appears in his hand, in which he reveals everything a woman could possibly want in life - diamonds and tickets “to that thing you love.” Finally, he unveils the Old Spice product, as it magically appears in the palm of his hand, and leaves you in awe. On the other hand, Axe has a propensity to entice and awe you with the opposite gender. They sell what has become known as “The Axe Effect” - the seemingly magical power that the Axe scent has on all women everywhere. They send the message that any man who uses Axe will become simply irresistible to the most attractive women in the world. In one of Axe’s most recent commercials, this “Axe Effect” is clearly portrayed. A dramatic drum beat booms through the speakers. From out of nowhere, a beautiful woman emerges from the trees dressed in a skimpy string bikini. She appears to be desperately searching for something as she hunts through the forest. Before you know it, she is joined by thousands of other fierce women who are dressed in a similar fashion. They all seem to be after the same prize as they ferociously race each other and aggressively throw elbows at those trying to pass them. These women finally surface from the woods only to be joined by a countless number more who join them from the surrounding ocean, cliffs, and hills. All women wind up at the same place - a beach where a single man holding a can of Axe stands and awaits them. While these advertising strategies may be effective, they are pushing limits as well. In regards to Old Spice’s advertisement, it can be perceived as offensive to both males and females. Is it appropriate to assume all woman can be pleased and won over by the same stereotypical and materialistic objects? Should all men conform and strive to be something that they are not in order to appeal to the opposite sex? Furthermore, when considering Axe’s commercial, similar questions arise. Is it right to send the message that women will drop everything, including courtesy for each other and themselves, solely to get the attention of a man? Are the zoomed-in visuals of women’s bodies wearing skimpy bikinis appropriate for television? What about men who do not seek attention from women, but rather from the same sex? These questions are few of the many that could be asked of the intent and contents of these commercials. As these advertisements are quite contentious, there must be a reason for their being so. Old Spice would certainly not continue to produce them if they were not drawing in a substantial profit. Thus, while their ads may not appeal to all parties, they do cater to their target audience quite well. Given that 44% of male respondents look to buy gender-specific products, Old Spice’s gender-specific advertising strategy is both calculated and effective. According to marketing specialists, these tactics are especially effective on younger men. Thus, since “ young men represent an important demographic group for the liquid body wash segment,” it makes sense that Old Spice’s advertising efforts are centered around them. Similarly, given that Axe is still very much in business and successful, the company’s raunchy commercials must be catching someone’s eye. As “advertising geared toward men typically incorporates elements of humor and sex appeal”, Axe’s strategy is clearly on point. Men are willing to overlook the crudeness of the commercials and simply appreciate the humor that they incorporate. Furthermore, as almost one half of these teens “report using beauty and personal care products to feel more confident,” then “getting the girl is [definitely] the most powerful product sell.” Axe undoubtedly understands the lack of confidence that most pubescent boys feel when it comes to getting girls. Therefore, they send the message that their products can help these young men out in this department, a perk that seems to be highly appealing to the teenaged boy population. Once again, these consumers are willing to overlook the derogatory aspects of Axe’s advertisements, as they have other priorities. By presenting topics that adolescent would typically find humorous or relevant to their lives, Axe manages to get away with its inappropriateness and to continue expanding upon its popularity. Although I am disgusted by some of the graphics and strategies presented by these companies, they are not meant for my eyes. Similarly, older men may be turned off by the political incorrectness, but they are not members of the main demographic of buyers either. As long as Old Spice and Axe get through to their target audience, they will continue to profit. However, by objectifying women and disparaging men in such ways, Old Spice and Axe are certainly asking for controversy. The humor can be tolerated to a certain extent, but the companies must be aware of the fine line that tread on. Rather than appeal to consumers, they may in fact offend them instead. If men are belittled to the extent that they feel ashamed of themselves, they probably will not be inclined to continue purchasing in the products. Similarly, if women take offense by the blatant sexism that is present in the advertisements, they may discourage their partners from using the products. Although the advertisements do receive positive attention from their main demographic, they may be influenced out of buying the products as well by others who find them inappropriate. Thus, in a world where gender equality and diversity are quite important statutes, Axe and Old Spice need to be aware of crossing the line in their advertising efforts and driving potential customers away. Works Cited "Marketing to Men." Mintel Academic. N.p., Mar. 2014. Web. 7 Nov. 2014. <http://academic.mintel.com.proxy.bc.edu/display/698367/?highlight#hit1>. "Teen and Tween Beauty and Personal Care Consumer." Mintel Academic. N.p., Aug.2013.Web.9Nov.2014 <http://academic.mintel.com.proxy.bc.edu/display/674781/?highlight>. "The U.S. Market for Men's Grooming Products: Putting a New Face on Men's Personal Care Products." Market Research. N.p., 1 Jan. 2004. Web. 9 Nov. 2014. <http://academic.marketresearch.com.proxy.bc.edu/product/display.asp?productid=904609&curl=&surl=%2Fsearch%2Fresults%2Easp%3Fprid%3D1134707131%26query%3Dold%2Bspice%2Badvertising%26cmdgo%3DGo&prid=1134707131>.
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