AXE Advertisement

            Everyone has heard of AXE body spray. It is a leading company in the hygiene market. They have busted the stereotypes for the typical hygiene products. In this advertisement you see a young man applying the product on his body, in turn he has a woman on both arms. This is a very attractive scenario for a young man. It is no secret that every guy wants to easily attract women, and this ad gives a quick and easy solution to attracting women.  

            In “Envision in Depth,” pathos is defined as an intimate connection with the audience by soliciting powerful emotions. The pathos that the AXE advertisement utilizes is the sex appeal to the young man.

            Not only does AXE use pathos to play on the emotions of the young man’s emotion of sex appeal, but they also use color contrasts on their product’s packaging to display the message they are trying to market. For example, blue colors represent serenity and calm emotions. Reds are colors of passion and desire. AXE uses these colors in contrast with black, a color often associated with mystery or darkness, to display a sense of rebellion. AXE is selling to a specific population of consumers, mostly young males.

            This AXE advertisement uses color contrasts and pathos to attract their consumer. AXE appropriately appealed to the young adult audience that they are targeting. This is the reason they are one of the leading hygienic companies today.