A lot of companies now a days are really trying to use humor or outrageous claims to appeal to audiences pathos emotions. The axe commercial in question appeals to one certain male audience, and lets you infer how strong the product is from what you see in the ad and more importantly what you don't see!
The axe advertisement is appealing to single young adult males between the ages of 18-30, and is using a pathos rhetorical appeal. Axe wants you to feel like the ad is funny and yet inspiring to young males, through the possibility of the males getting a girl in their pants. Males feel like if their jeans can get a women's clothes in them, then they should feel confident that wearing the axe product can guarantee a girl in their pants. Seeing this ad would also make that young male laugh and that helps in remembering the ad, then the next time that person is at the store looking for deodorant they are more likely to remember a funny ad they saw and buy that product.
The visuals in this ad would give the idea that females will be so attracted to the wearer, that person is bound to get lucky. What we don't see is the actual persons who own the clothes in the ad, but because we see the clothes hanging on the line, we can assume they had to be taken off. At the bottom right of the ad, we also read the phrase "Axe Effects" bringing us to think that wearing that axe product will instantly bring about the effect of getting lucky, or at least the clothes will. Another thing in the ad that isn't said is if the owner of the pants really did "get lucky" and its all an assumption made by the reader, which also calls into question the effectiveness of the product.
A lot of companies now a days are really trying to use humor or outrageous claims to appeal to audiences pathos emotions. The axe commercial in question appeals to one certain male audience, and lets you infer how strong the product is from what you see in the ad and more importantly what you don't see!
The axe advertisement is appealing to single young adult males between the ages of 18-30, and is using a pathos rhetorical appeal. Axe wants you to feel like the ad is funny and yet inspiring to young males, through the possibility of the males getting a girl in their pants. Males feel like if their jeans can get a women's clothes in them, then they should feel confident that wearing the axe product can guarantee a girl in their pants. Seeing this ad would also make that young male laugh and that helps in remembering the ad, then the next time that person is at the store looking for deodorant they are more likely to remember a funny ad they saw and buy that product.
The visuals in this ad would give the idea that females will be so attracted to the wearer, that person is bound to get lucky. What we don't see is the actual persons who own the clothes in the ad, but because we see the clothes hanging on the line, we can assume they had to be taken off. At the bottom right of the ad, we also read the phrase "Axe Effects" bringing us to think that wearing that axe product will instantly bring about the effect of getting lucky, or at least the clothes will. Another thing in the ad that isn't said is if the owner of the pants really did "get lucky" and its all an assumption made by the reader, which also calls into question the effectiveness of the product.