Axe Commercial

Axe hair commercials are targeted towards young men who wish to look good and attract beautiful women. This particular ad begins with a young man wearing an unspecified brand of hair product. This young man jumps off a cliff in an attempt to impress an attractive teenage girl on the shore, but he fails to conquer the girl as he climbs out of the water with fish in his hair. Because this is not an Axe hair product, he is humiliated and seems to have lost his chances with the pretty girl. He then goes to wash his hair out and uses Axe hair this time, resulting in the girl's acceptance. The ad ends with the couple's public display of affection on the shore. This catches the attention of most men because it tells them that by using Axe hair product,

This fallacy appeals to popularity. Because the product worked on this young man, other men should purchase the product too. Strawman fallacy is also used in this commercial because other hair products that are not axe based are misrepresented in order to make the products seem weaker than in actuality. Because the man did not initially use Axe products in the commercial, he climbed out of the water with sharp stiff hair with flopping fish. Towards the end of the commercial, the audience is told to "lose the gel. Get the hold without all the hard with Axe Styling, and get some hair action" (Axe). Although this statement belittles every other hair product unfairly, it leads into an effective false dilemma fallacy. By using the False Dilemma fallacy, the commercial restricts the audience's opinions by leaving only two possible choices, when in actuality there is many more. The commercial suggests that non-axe hair products will leave the consumer with unwanted side effects, such as stiff hair and dead fish, or Axe products. The truth is, a wide variety of non-axe hair prodcuts exsist that will keep a man's hair in place without the stiffens, but the audience is restricted to two options in order to make the Axe product seems more appealing. Although this is a dangerous choice of fallacy, it is effective in making the Axe Hair Styling product stand out over the rest of the available products. Appeal

Sex appeal is the major factor in this commercial because the company's target market is young men whose biggest interest at that age is women because they are willing to purchase of a product if it increases their odds of conquering the girl of their dreams. The sponsors who paid for the commercial avoided using an extremely attractive young man in order to make the audience feel like they do not have to be good looking in order to attractive women. They just have to use Axe Hair products. This gives the target market comfort and confidence, therefore building a bridge between the audience and the Axe