The Cleaner You Are the Dirtier You Get Axe Shower Gel Ad

How would a seller convince a customer to buy a product? What techniques will they use to convince people that their product or service is incomparable? Well, it depends on the way the seller presents the product or service and its benefits. According to Jean Kilbourne,” Everyday millions of people are tempted to buy products they see on TV, their phones, billboards, and the internet. These images of products range from cars to water bottles are displayed by different advertisement techniques. There are three forms of arguments used in advertisements which are Ethos, Pathos and Logos. The Axe advertisement that will be analyzed used a Pathos argument because it is based on emotion such as desire. In the Axe advertisement, the shower get is delineated as the main sexual booster, the color sets the mood, and the caption is catchy.

The dominant image in the advertisement is a man taking a shower with a shower gel and on the other side of the image there is a woman half-naked untying her corset from the back. The shower gel is the main sexual booster. This object makes the customer envy the product because of the way the product is featured. According to The Encyclopedia of Consumer Culture,” Advertising uses a number of different techniques to persuade consumers to purchase products and often exploits sexuality, showing images of scantily clothed women, generally voluptuous with beautiful features, when selling products that men and women typically purchase.” (“Advertising”) This is important because it shows just how advertising uses sexuality to attract customers. It also shows the power of sex on people’s decisions which overtakes their minds.

While the shower gel is important the overall attention of the advertisement, the color and the contrast set the mood of the image. The background color of the ad is black which will leave the customer thinking of the effectiveness of the product. Color is very important when doing an ad because it the colors do not match it will just make the viewer look away from it and ignore it. The contrast gives the image a discreet and secretive aspect which opens the curiosity of the customer. The color and the contrast are very important so that the consumer will relate to a logo or statement in order to buy a product.

Finally, the caption attracts the customers which ensures that the product is well designed. The words on the ad are very catchy and easy to remember. Words are powerful and when they are exposed they can make big impacts whether negative or positive. When doing an ad, they words should be easy to understand and very common because people wouldn’t want to see an ad with foreign words they’ve never seen or heard. The Axe advertisement uses a sexual tone to attract the customer to purchase its product.

Advertisement companies are continuously succeeding in encouraging people to buy their products or services. The Encyclopedia of Consumer Culture states that, “Advertising may inform us and it may entertain us, but its main concerns are to attract our attention, stimulate our desire for whatever is being advertised, and, finally and most important, to generate action—that is, to sell something to us.” This is important because advertisements have many uses for the society like that bullying is not good, eating too much fast food isn’t beneficial to our health, and that suicide is not the best option.

In conclusion, the advertisements we see are all expecting for people to have the desire to buy their products or services. They will use many methods to convince their targeted audience. They use sex as a target to make their product relevant to others. Remember that advertisements can make people purchase a product that they don’t really want, so make wise decisions.

“Advertising” Encyclopedia of Consumer Culture, SAGE Publications INC Credo Reference

Accessed 20 Sept. 2016