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Axe Deodorant Wants Men to Smell Like Dead Cows

By: Shelby Lee Walsh - Published:   Updated: Aug 30 2011 • References: theaxeeffect and illegaladvertising
Men's Axe deodorant is always pushing boundaries in terms of sexy marketing and their newest scent called “Instinct” exemplifies Axe's edgy advertising scheme. The commercial features a woman covered in a leather sheet and eventually cuts to her in bed naked with a man under leather.

The commercial concludes with the words, "Axe Instinct. The power of leather.” A leather-scented cologne? Hmmm: I'm not so sure I want my man smelling of dead cow.

Implications - Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics. Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic. Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.