The Advertisement that I’m analyzing is one of Axe Deodorant Spray’s, interesting commercials, viewable on Youtube. com here: http://www. youtube. com/watch? v=fbU_j0bxWpU. Now, every Axe advertisement I’ve seen (even the old school ones) were rather sexist, objectifying women and all that, one man, hordes of horny women. This ad I’ve chosen, however, now seems to tackle religion. The manly man wearing the deodorant is a Christian sort of missionary, similar to a Mormon. However, the guy.
Many different circumstances can be attributed to my current state homelessness. I grew up in a broken home which consisted of my father not being present in my life and my mother who was disturbingly addicted to crack cocaine. My mother’s addiction left me as well as my seven brothers and sisters dirt poor. In order to feed ourselves we would have to go out and steal food from local stores and rob people. I got caught robbing one day and I was sent to jail. I got out a few months later and went to my former home in the projects and to my surprise my family had moved away.
From that day on I have been homeless and living on the streets. There are various things I must do every day in order to stay alive. I stand on the street corners everyday in hope of getting spare change from someone or for people to just give me food. Other days I do what we call “catching someone slipping” or in other words robbing someone that is unaware or cannot defend themselves. With the money I get from these exploits I buy food and necessities. When its restroom time I either go to a restaurant and use their facilities even though most times they turn me away due to my appearance and odor.
Or I simply go behind a dumpster or anywhere else where no one is looking. I also find my wardrobe in dumpsters’ or I steal them from department stores. Other times I just get some of the donated clothes that they have at the shelter. I do not take showers. I strip head to toe and wash up in gas stations. I soak a handful of paper towels with soap & a separate handful with water, go into a stall, strip, soap up & wipe down. I leave feeling a little soapy, but it’s better than being dirty. If I have a water bottle I rinse off with that. I brush my teeth with soap since most times I don’t have any toothpaste.
I also use the hand soap to wash my clothes, and then dry them with the hand dryer. When its cold I’ll find a hotel, the big hotels are the best, I walk around the building until I find a dryer vent to stand next to for a while. When it’s hot I’ll find a library to go to and do a little reading since they keep the air on during the summer. I think that those with money don’t understand the story or reasons why a guy like me is homeless. They don’t give me any chances because they think I do drugs or I am a drug addict. People who are better off tend to look down on me just because I am homeless.
They don’t realize that the only difference between us is that my path was chosen for me by circumstances. Since I’ve been homeless for so long I’ve became accustomed to this life style and I can’t see myself living any other way. Homelessness has become apart of me; no responsibilities or commitments. Some people make the conscious decision to remain homeless. A nomadic life without burdens appeals to them. However, most homeless people do not want to remain homeless. It’s the insensitive stereotypes that have been formed about them that perpetuate their sense of worthlessness.
In today’s economy, someone who works hard and is a decent person might end up on the streets and sometimes there are just factors in your life that are out of your control. We don’t know the personal stories about these people. Each of them has their own history and background which creates their character. Just because we see them on the streets, we assume they brought it upon themselves due to some “tragic characteristic” they’ve adopted. Most homeless people have been homeless for quite some time. Changing their way of life is hard, as society practically shuns them. What they need is an opportunity, not charity. Doesn’t have a partner with him, and Mormons usually travel in pairs. Nonetheless, this guy is pretty close to Mormon-looking.
He drives down the road on his bike and begins to attract all the young, mid-20’s women. There’s flirtation going on, and at the end when he opens his Bible, there’s an Axe hidden inside. There’s one of two things I can see from this. First, the guy is a good Christian/Mormon on his daily mission. This is my initial reaction. The women are the tempters. They tempt him and he eventually falls. This alludes back to Paradise, Adam-and-Eve stigma of women as tempters and men as sad victims. However, the other thing that I began to realize is the possibility that the man is a disguised tempter.
The women are easy prey. The man comes in, dressed, as a good Christian/Mormon, but the message he really is trying to spread is temptation, therefore the Axe hidden, dug into the pages of the Bible. This also goes back to Paradise times, with Satan dressed as an innocent serpent-animal. This images a fake Christian/Mormon being the tempter is furthered by the fact that the ad takes place during daytime, early afternoon. In the traditional, domestic mindset, the man is at work and the woman is at home, attending to domestic issues. Therefore there are no men in the commercial except the fake Christian/ Mormon.
So the women have no one to protect them from the tempter, once again, as in the Genesis story. They are then innocent, damsels-in-distress, and susceptible to temptation. The ending, however, with the fake Christian/ Mormon opening the door and finding a horde of domestic, young women, and he consequently “delivering” the message of irresistible temptation, which is Axe, is complicated by the Mormon-stigma of polygamy. More fundamentalist Mormons practice polygamy as a right or duty of their beliefs. Taking this into context, the ad can be seen as reaffirming the true Mormon right of having multiple spouses.
The fact also that the women being tempted are, or appear to be already married or marriage-age further adds to this interpretation. Also, take into consideration that the Bible being opened up, containing the Axe is a regular Bible, not the Book of Mormon. US legislation made practicing polygamy virtually illegal. Does Axe restore the Mormon Truth? Or, at least, what does the Axe commercial have to say about Mormonism? Does every Mormon want to go back to the days of polygamy? Or are Mormon’s tempters? Dressed as good-guy Christians but, nothing more than sheep.
The target audience for this product is younger single men. The connection between the show and audience is the show attracts a typical audience by using pretty women and sexual innuendo. This then leads the whole commercial connection together to the product. If men wear axe deodorant they will then attract many beautiful women. The targets audience educational background would be high school graduate or early years of college. The images appeal to people with less education because they are trying to attract a younger crowed and typically younger men like “perfect” women or “milfs”.
This ad can relate to the not so wealthy person because it shows a male riding a bike through a rich part of town and the women are stay home moms. Usually in a neighborhood where the female does not work their income is wealthy. This ad can promote that the non-wealthy male needs to wear axe to attract the rich female. The race that this ad is targeting is the white male. Only because the male role is a white Mormon. Also the cast is an all white cast, thus this commercial can be seen as racists.