The document summarizes several Axe body spray commercials. The commercials depict women becoming attracted to men after they use Axe body spray, swarming towards them in various exaggerated and improbable scenarios. They portray women as objects for the male gaze and fetishes to appeal to viewers' narcissism and associate the product with sex appeal and attracting beautiful women. This allows the product to be marketed and sold successfully.

2. The setting takes place in a laundry room
of the shown woman’s house and about
the woman describing the automatic
freshness and static control of Bounce, a
dryer pad product that freshens and
cleans clothes.
There is diegetic music heard in the
background of Ukulele, bass guitar and
guitar. As the woman says “I just stick it
into my dryer and…..” We hear a building
yell which then a few seconds later an
There is a mid-shot as he says “OLD SPICE explosion occurs on the left side of the
BODY SPRAY MAKES YOU SMELL LIKE POWER!” house with Foley sound effects.
As he says this we hear the non-diegetic sound
of a revving engine. The camera cuts where he
stands beside the woman, he says “It’s SO
POWERFUL …..(A cutting mid-shot to Terry) IT
SELLS ITSELF IN OTHER PEOPLE’S
COMMERCIALS!”

3. A long shot is the used and Terry smells
the woman and says “you smell like
outdoor fresheners” she replies but is
then interrupted as she says “you smell
like power” Terry interrupts and the
camera switches to a midshot of Terry as
he says “Yeah I do” The woman tries to
speak but is interrupted by Terry’s chest
pumping with Foley music of an electric
driller. Then a long shot and he rockets
The logo SMELL is POWER is shown and a Foley through the roof saying “POWER” The
metal clanking sound is heard as the Bounce end of the ad with the diegetic flute
product hits the 4 displayed cans which ignites music and dialogue is heard.
them like fireworks and rockets them upwards as
we see Terry Crews flying horizontally across the
screen, and the ad ends with an explosion.

4. This advert is from lynx, advertising their
new fragrance called lynx instinct. In this
advert there is a caveman who isn’t very
attractive to say the least, then he sprays
on the product all of a sudden becomes
this big macho man and all the cave girls
like him. Lynx have always done original
adverts, but this is quite different as it is
an animation, which you wouldn’t really
expect especially as the target audience
for lynx is teenage boys and young men on
the go. But they still get across the
There is diegetic music heard in the background message that, when you put on lynx you
of including instruments like Guitar, drums, and will be seen tougher and girls will like you
bongo’s. we here Cody start singing when the a lot more.
girls walk accidently into a unknown part of the
forest when there are men. The music creates a
tension where when cavemen use the Lynx
Instinct they will be in leather and get all the
girls which relates to the music.

5. The setting was set in an island in
Australia. The time was when men were
first with no intelligence which made
the cavemen. They have used this
location because it relates to the music.
This is done because it creates the
illusion where men cannot chat up girls
however when a stone cracked and gave
birth to a deodorant the man used it
which put self confidence into him.
The slogan Unleash the man leather appears at
the end and shows the audience the to instinct
product varieties. As this is on the music comes
to an end which then the advert finishes.

6. This is another Lynx advert, but this time it
is advertising Lynx Chocolate. It isn’t hard
to understand this advert really, It starts off
with a young man in his bathroom spraying
himself with Lynx Chocolate then all of a
sudden he turns into this chocolate man
and as he walks down the street, gets on
the bus goes to parties etc.
all the ladies are after him; biting his bum (as seen in
the first picture), eating parts of him and breaking off
his arm. This advert is very intriguing, its certainly
unusual and once you’ve seen it you would remember
it , they persuade us with this unusualness and it isn’t a
advert that you have to think about to understand it,
because as soon as you remember the chocolate man
you would immediately think ‘ Oh Yeah… Lynx
Chocolate’ and consider buying it.

7. The setting has been set in a variety
of locations which include a
house, inside bus, on street and many
more. These locations have mainly
been used because it shows the
audience the character becomes a
very sweet person who is irresistible
to women.
The music is diegetic and the actual
song is sweet touch of love by Allen
Toussaint. The music and the name
relates to the advert because
The slogan As irresistible as chocolate makes men temptation of something sweet
think at home about which and how many girls makes everyone want to have
they will pull with one simple deodorant which whatever it is. The instruments
makes it an overt message. include guitar, piano and the drums.

8. The setting has been set in Australia on a
coast line which includes forests, cliffs
and the ocean. When the known
character sprays it there are around
thousands of women all over the world
who smell it and run towards the man
crossing the ocean by just swimming,
running past the dangerous forest and
jumping of high cliffs where all of them
are in bikinis.
The music is diegetic and the type is a
song which audiences will usually hear in
The slogan spray more get more also relates a war film. This relates to the story plot
because each time the character sprays his because the women are in a mission to
body with Axe more and more women come. find where that smell is coming from.
This is an important factor because it tells the
audience one little spray is enough to get all
the women in the world and this shows that it
will last very long.

9. The models in this video are viewed
through a male gaze. The females in this
commercial are portrayed as fetishes. They
are wearing very tiny bikinis, have large
breasts, and have slim figures. The male is
an example of narcissism. Viewers want to
be like him because they want to
experience what he gets to experience.
Viewers associate him with AXE and having
it sprayed all over his body.
As a result, people buy it having
associating it with something positive, the
attraction of many beautiful females. In
the end, once again, sex appeal is used to
market and sell this product successfully.