Axe Commercials Are Chauvinist

August 4, 2008

There is something insulting about all the Axe commercials I have ever seen. The message of each advertisement is simple: all males should use Axe so as to have droves of women throw themselves at their feet. The 30-second spot shows a guy spraying Axe on his armpits, after which a women or women would smell him and cling to him like there’s no tomorrow.

 

This is my problem with it. Axe commercials portray women as dumb, hormone-driven animals who are not capable of thought after one sniff of that iffy cologne. The alpha male is extremely pleased with himself in the knowledge of the affirmation of his, what else, alpa maleness, like he’s gotten a one-up on all womankind with just a stupid bottle of Axe (the smell of which I personally find revolting). Sure, I know they say never to take TV seriously, but Axe has been doing this commercial with the same concept and execution for years that I would hate to think the message have stuck not only in men’s heads but women’s as well. What a horrible thing, indeed.

 

So, you know, analyze what you watch.