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June 3, 2009

Axe Commercial


http://www.youtube.com/watch?v=fbU_j0bxWpU

So I was rifling through youtube videos and came across this Axe commercial. I thought about hwo this relates back to that discussion on the men's men, men's women, etc. and noticed some key things in the commercial. First is the guy riding the bicycle. They start from the bottom and work their way up, building a sort of expectancy. You get a regular looking guy who you'd find working in a place like staples wearing a dorky helmet. The light focuses on him from the top, illuminating him from his surroundings. Next you get a cut off body part, which was mentioned in class that objectified women. Notice how the camera is leveled at about the same height as her butt. The light radiating from the window is almost like how you see a light from the end of a tunnel since everything around the window is a neutral, bland color. Many women are turning their heads at him, but I love this one part with a woman in tight clothes (which hides nothing of her curvy body) turns from her plants with a watering hose to look at him. At the sight of him, the watering hose erupts and spurts out water. So the phallic symbol is the watering hose and the...yeah. I like how you can still see part of her body which shows that the watering hose is about her crotch area. All of the women seen are white, attractive, and feminine. They look like the men's women. The commercial ends with the guy opening his Bible which has Axe embedded within its pages and riding off. So the desecration of the Bible can be seen as how the Axe is some sort of miracle or replaces God. The Axe is clearly a phallic symbol, which becomes significant as the bottle is shown upright. It's message of "Spray more, get more, the Axe effect" has a heavy innuendo, which has the bottle "inserting" into the words. So, since the Axe bottle is a phallic symbol, spraying it is equated with the action of a guy ejecting his load. I find it kind of interesting that the man isn't buff or overly masculine. He just looks like a regular guy, he even looks kind of sensitive in his slacks and white button up shirt, almost like a woman's man. The commercial gives a feel of adventure sine the guy is riding through a neighborhood with women just gaping after him. It also doesn't give a feel of attachment. No kids, no potential rivals, and these women just look kind of lonely and desperate. The safety helmet he's wearing an also be seen as something that turns his own head into a phallic symbol, it gives him this weird mushroom like outline and the tie just kind of completes the phallic imagery. The tie, helmet, and Axe bottle are all black, which connects them. So wow, they're really playing the imagery up.
Posted by      Kathie N. at 8:46 PM PDT
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