AXE body spray

 AXE body spray

AXE body spray advertisements have long reinforced traditional gender characteristics particularly those related to masculinity. Their advertisement often focus on attracting the opposite sex reinforcing the ideas about male esirability, confidence and dominance. The ads suggests that using AXE makes men irresistible to women by reflecting the idea that a man's worth is tied to his ability to attract partners. Men in AXE commercials often appear self assured suggesting that grooming and scent contribute to power and influence. Unlike luxury men's fragrances AXE ads often show men in fun and exaggerated scenarios where they are pursued by women reinforcing the idea that masculinity is playful and effortlessly attractive. The imagery included deep voices, dark colors and strong visuals to emphasize traditional masculinity. 

The women in AXE commercials are portrayed as irresistibly drawn to men wearing AXE reflecting the stereotype that women's attraction is based solely on scent. The exaggerated depiction of women in these advertisements often reduces them to passive characters whose only role is to desire the AXE wearing man. The recent advertisements of this product focus on confidence, personality and self acceptance rather than just sexual appeal. 

Accordingly, AXE Body Spray have traditionally reinforced hyper masculinity linking confidence and desirability to their product.