The intended audience for this product is obviously anyone who enjoys Axe products. It also is there to give you a good laugh, whether you use the products or not. But you could also argue that it is hoping to grasp the attention of males who are interested in good smelling body wash, and want more women than they can handle. I think they are trying to show their masculinity in the product to attract the typical "manly man". This video has everything a man ever wishes for in a one minute clip. This video contains;
- Women frantic in search
- Women that are beautiful
- Women in bikinis
- Women chasing one man
- Women fighting over one man
So please tell me what man wouldn't want to use this product, if that is the intended effect. There isn't much text throughout the commercial, but I think they strictly want you focusing on the end effect product. At the very end it says "spray more, get more". To me this means the more Axe you use, the more women you will get. Which again is aimed at pleasing the users of this product. The overall purpose of this is to show how much better Axe is than any other company, and how when you use Axe you will have women crossing oceans to get to you. I think the commercial is successful, because Axe is one of the number one sellers for men's products. I think it also has an added element of humor, which draws in the attention of their viewers. I think with the combo of women, the one man, and the end text, the overall message is loud and clear. Use Axe and you can have any woman you want!
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