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.


Posted by lizette at 5:58 am | permalink

Previous Comments

Sex sells. It’s not chauvinist. It’s the truth. They’ll do whatever they can do to sell cheap perfumed body sprays, and honestly nobody can do shit about it. Unless you have a stake in the company.

Bottom-line is if you’re a woman (or a man) and you actually dumb as a stick to let you’re outlook be influence by some fucking deodorant spray commercial well then what can I say, nobody can help you - you will be a the fucking doormat that men would wipe their feet on.

Chauvinism is dead. There are only people who are gullible and easily influnced and people who influence. It’s your responsibility to determine who you are or just let the rest of the world determine for you.

Posted by Marco, the site guy at August 4, 2008, 9:53 am

I have to agree with Marco on some points.

Personally though, I’m surprised that it took this long before somebody complained about the commercials.

On the other hand don’t you think Axe wasn’t banking on negative feminist-fueled reactions to drive word-of-mouth?

Posted by Ade at August 5, 2008, 5:06 pm

It knows its target consumers and how to attract them. It’s smart marketing. You’re gunna want your overpriced 30 sec primetime slot to be effective.

Posted by double j at August 7, 2008, 4:03 pm

it doesn’t mean that because something sells it’s automatically right. there is no reason why we should condone this portrayal of women by such popular tv ads.

Posted by lizette at August 7, 2008, 10:40 pm

Unfortunately morals are relative to those who wield power.

Posted by Marco, the site guy at August 8, 2008, 6:42 am

It’s the same as stating morals as a subjective idea. To each his own.

Posted by anunimousse at August 8, 2008, 5:00 pm

to each his own what?

Posted by lizette at August 9, 2008, 12:50 am

I have to agree, these commercials are indeed chauvinist. Although I didn’t think so ’till now.

Posted by J at August 9, 2008, 1:00 am

You’re taking these ads too seriously. Look hard enough and you’ll find ads that play on all our stereotypes.
To Marco the site guy;
using the word “fuck” every chance you get makes you appear juvenile.

Posted by Robert at August 9, 2008, 11:23 pm

@ Robert

Well, fuck you too. Fortunately I can get away with being juvenile thank you very much.

Posted by Marco, the site guy at August 10, 2008, 10:24 pm

You know what I find offensive? Ads for whitening products. It’s like saying that being dark is something you need to fix. Take Heart Evangelista’s commercial, she was saying something like “Actress ako, so I have to be white and stay white blah blah blah…”

Well, tell that to the black actors.

As for the Axe commercial, meh. I like the women. They’re hot. XD

Posted by Anne at August 11, 2008, 11:06 am

Well, it can also be the other way around.

TARGET MARKET: stupid men who’d believe that “droves of women [will] throw themselves at their feet” if they spray Axe.

Posted by Mary at August 15, 2008, 9:05 pm