Axe Deodorant Wants Men to Smell Like Dead Cows
Shelby Lee Walsh — July 9, 2009 — Unique
References: theaxeeffect & 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.
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.
Trend Themes
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Controversial Advertising — Controversial and provocative imagery is an effective way for companies to garner widespread attention from audiences as well as media critics.
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Shock Factor Marketing — Offering consumers a shock factor in advertising is a great way for businesses to appeal to a larger target demographic.
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Taboo Appeal — Images that are traditionally viewed as being taboo are intriguing to audiences and will therefore garner attention.
Industry Implications
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Fragrance and Cosmetics — Controversial advertising can disrupt the fragrance and cosmetics industry by creating unique and attention-grabbing marketing campaigns.
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Fashion and Apparel — Shock factor marketing can disrupt the fashion and apparel industry by challenging traditional norms and creating buzz around new products.
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Media and Advertising — Taboo appeal can disrupt the media and advertising industry by pushing boundaries and capturing the attention of audiences through controversial imagery.
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