Kiara Fornaris
The use of advertisements in commercials is to appeal to the audience through different forms. These forms of advertisements are used to attract certain crowds by increasing their interest in the product. In this case, the two advertisements being portrayed are promoting two brands of deodorant. Traditionally, the Dove brand represents beauty as the root of confidence while the Axe brand represents manhood. Although both advertisements share the same product, a very biased view is portrayed towards the two diverse audiences. While the woman's side is more independent and conveys happiness, the men's side has a more sexual appeal and portrays boldness. Their goal being to attract both sexes utilizing contradictory methods. “What happens when beauty meets strength?” The Dove commercial starts off by characterizing women as beautiful and strong. In the background of the commercial is a bubbly, fun beat to dance along to. The ad contains different women waking up cheerful, jumping around in their undergarments, being independent, and feeling secure; and although they are alone and no men appear in the picture, they are still content and strong. During the commercial you see a woman ironing her clothes in a joyous way and the caption “will take herself on a date” appears, displaying how women can be self-reliant instead of waiting around for a man to do it for them. The use of Dove gives them a renewed sense of freedom. Using the appeal of ethos, logos, and pathos, women watching this commercial feel empowerment and confidence, which makes them feel blissful and resilient. In one part of the commercial the words “flaunt what you have today” appears, stating that it’s a new day and nothing can bring you down. The use of ethos can be portrayed as the beautiful women smiling with nice bodies using Dove, other women watching it will want to feel the same way; beautiful and fresh. During the commercial a narration is heard saying “What will a little more strength do for you? Dove clinical protection, where beautiful girls find strength.” This statement applies to both the women and the deodorant itself. By allowing the women to feel independent and strong, the commercial is also referring to the strength of the deodorant and how it is durable and long lasting. Watching this commercial, women feel compelled to purchase this brand of Deodorant because of all the beauty and security the commercial displays, thus using pathos to attract women to using their product.
Imagine yourself walking into a room and everyone you pass by is suddenly drawn to you. The temperature seems to rise, and all eyes are on you. That's how men wearing Axe Body spray feel. The commercial makes it seem as if men that wear Axe body spray are more masculine and macho than those who don’t wear it. Men, having very sensitive egos want to feel as in control as possible, especially when it pertains to women. This commercial depicts a man who is wearing the body spray Axe and is unaware that the smell of his spray is sexually attracting the women around him. Using the appeal of pathos, this advertisement makes the men watching it feel more confident about themselves. They feel that purchasing this product will turn them into a “lady’s man,” compelling women to run towards them left and right. The music heard in the background has a sexual appeal to it with the lyrics “Electric shivers cross my skin, it’s like a fever and you're my only medicine,” these lyrics relate with the ad itself since it emphasizes the women starting to sweat and slowly become undone at the smell of the spray. This commercial represents how the Axe spray has the power to reel women in, having their clothes slowly coming off while the man walks by. He is unaware of his
