Men's Axe deodorant is always pushing boundaries in terms of sexy marketing and their newest scent called â€œInstinctâ€ 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.â€ 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.