What's the advertising message of Axe? You wear Axe and you are guaranteed female attention--in mass of course. It doesn't work because the body sprays smell so bad, and it scent doesn't equate to personality, looks, and all the other parts of the equation that lead to sexual desire. Yet, there is probably some pimply faced kid out there about 14 years old who thinks he is going to score if he wears Axe.
Axe isn't the only one that is selling sex. Ambercrombie and Fitch are back in the news for selling padded bras and swim tops for girls who are still developing. Yes, the oversexualization of America on kids and adults is how they push products on us. Heck, even Web domains come with a sexy image of Danica Patrick ready to strip down to get us to buy a www.whatever.com.
So is it any wonder they are now putting subliminal F bombs into advertising. Check out this ad from Calvin Klein's CK One, a scent I love.
Do you see how the ad agency plaed with the F bomb to suggest you will have women like this if you wear Calvin Klein fragrances. Well I will admit women like CK better than Axe, but there is still more to the equation.
See the table or stool behind her makes the F. See how her bra makes a U; although you could argue the cleavage turns it into a W. Maybe that's how Calvin himself will spin this. Then of course you have the brand. Surely you aren't surprised to see advertisers go this far to sexualize a product with subliminal suggestions, are you?
The decay of American values continues.
