Rhetorical Analysis On Axe Body Wash

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Axe Body Wash – Woman Being Sexualized
Stephanie Attar
Texas A&M University – Corpus Christi

Axe was launched in France in 1983 by Unilever. Its original name was Lynx. They couldn’t name it axe back then in France, due to trademark issues. Since then, Axe has evolved to become its own product. From 1990 to 1996 Axe used mostly geographic names to name the scents. When axe was made, their product was mostly to help men attract woman. Supposedly, this went totally opposite of what they thought. Men thought that they could just put on the fragrance and walk in the room to attract women, well they thought wrong. Now they have several different types of scents that now goes from one item of body wash, shampoo, after shave and cologne. They came out with all these different products so men could layer the same scent which is now supposed be more attractive to a woman.
Every ad uses some sort of rhetorical device to grab the audience’s
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They are shown that being a man is holding the door open for any woman you know or you see walking through the door. They are shown that, tossing a football back and forth with their father is very important for some odd reason. They are also taught that being a man comes along with the fact that when they grow older, let’s say around the age fifteen, they should start looking for hot young girls to potentially hit on. By this age, young men still don’t understand the fact that teen girls like good smelling guys. So after gym class they come out smelling like the boy’s locker room, which is not attractive. This is part of the reason axe bases their company off of young teenage boys who don’t understand the smelling good part of being a man. You don’t see married men using axe body was or body spray. You mostly will see them using old spice and nice cologne like Dolce and Gabbana. I would have to say axe is primarily teaching young men to start smelling good for their

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