July 8, 2010

AXE: Huffing ruins your brain, your game

I was poking around the AXE body spray website (Hey, let's not ask questions! I'm entitled to browse as I please....) and I noticed a small link on the front page entitled responsible use. Upon clicking the link, I was directed to a section of the website that warned against the dangers of huffing and igniting cans of AXE. I've never heard of anybody huffing AXE, but it is a well known fact in my area that spraying a can of AXE into a lit flame can result in a sort of poor man's flamethrower. This obviously isn't the safest of practices, so I commend AXE for establishing some accountability in warning their consumers of the dangers of this activity.

What I thought was noteworthy about the responsible use page was the strategy that AXE took in dissuading their consumers, primarily teen and young adult males, from abusing their product. Instead of focusing out on how these abuses can kill or injure you, AXE's public service announcement-style videos paid more attention to how huffing or igniting AXE can ruin your chances with women. Here are the two videos from the site:




I have negative feelings about these videos. First, do they actually dissuade people from abusing AXE? And secondly, need we promote one evil (sexism) in order to prevent boys from partaking in another?

100 comments:

  1. The thing about stereotypes is that they can be used easily in comedy. These videos are obviously trying to get the message across with humour -- which I like, rather than getting a public service announcement that I would tune out to anyways.

    Yes, AXE does promote sexism as a consequence for this humour, but maybe the companies mindset was going for the lesser evil?

    ps: Huffing AXE sounds like a terrible idea! I can barely stand the smell, let alone the taste of it!

    ReplyDelete
  2. I have to admit, as a teenager, I think I would have taken a warning more seriously if my future hopes for romance were threatened than my life. Probably still true now. Of course, romance does not necessitate the objectification of women, which is, in my opinion, the biggest problem with any AXE media. From my perspective it seems that the main premise of every AXE ad campaign is that, if you wear AXE, women will objectify themselves for you, not a great message.

    ReplyDelete
  3. Well ... i think that the audiences for these spots might be more easily reached with such spots instead of a DARE like "DO NOT DO THIS ITS DANGEROUSE (REALLY)" sort of campaign.

    i think given the demographics of the AXE user group this spots can work ... even though they are sexist and not recommandable for the broader public.

    Plus : Compared with the normal AXE TV spots ... those two are pretty harmless ... i mean a girl spraying whiped cream on a guy is nothing compared with girls doing whatever the guy wants just cause he uses AXE Bodyshower/spray and so on

    ReplyDelete
  4. I feel quite silly - I mean, I am part of the ads target audience in the frame of "buy this for your boyfriend" - but how is this funny? I really actually don't see the funniness in these advertisements. Am I just dumb?

    ReplyDelete
  5. My major problem with Axe (aka Lynx) is the advertising, yes it's sexist (but also often funny and clever) but Axe is owned by Unilever - which also owns Dove - and I can't stand the huge hypocrisy, where Axe advertising pushes the boundaries with outrageously sexy advertising, and Dove constantly patronises me with their "Everyone is beautiful" stance and "Oh look at all the evil sexy advertising affecting our teenage girls' self esteem" - ignoring that Axe, as a fellow Unilever company, is a huge contributer to this advertising and the issue of body image and representation of females in the media.

    I have written a big article on www.baseoftheworld.com if you are interested in this issue.

    ReplyDelete
  6. I haven't yet but will read your article Sylvia, here is a YouTube vlog, not by me, that also addresses this issue, and why it is to be expected.

    http://www.youtube.com/watch?v=yowHM6nqu60

    ReplyDelete
  7. Hrm. It's delicate here, because the objective of the videos is to prevent harm by misuse of the products. And, well, sex sells. What's a big reason people claim for not smoking? It lowers their sex appeal. It's also a reason they had for smoking them in the first place - smoking makes you sexy. Now it doesn't, it'll make your teeth yellow and your skin disgusting.

    People don't care about their health as much as they do other things. Yes, "Save the boobs" breast cancer ads are in bad taste, but if they work?

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  46. Poisoned bait is a common method for controlling rat populations, however is not as effective when there are other food sources around, such as garbage. Poisoned meats have been used for centuries for killing off wolves, birds that were seen to threaten crops, and against other creatures. This can be a problem, since a carcass which has been poisoned will kill not only the targeted animal,شركة مكافحة حشرات بالقصيم شركة مكافحة حشرات بجدة شركة مكافحه النمل الابيض بالقصيم شركة مكافحة النمل الابيض بجدة شركة مكافحة حشرات بحائل شركة مكافحة النمل الابيض بحائل شركة مكافحة النمل الابيض بالمدينه المنوره شركة مكافحة حشرات بتبوك شركة مكافحة حشرات بالخرج


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  47. but also every other animal which feeds on the carcass. Humans have also been killed by coming in contact with poisoned meat, or by eating an animal which had fed on a poisoned carcass. This tool is also used to manage several caterpillars e.g. Spodoptera litura, fruit flies, snails and slugs, crabs etc.
    شركة مكافحة حشرات بالاحساء شركة مكافحة النمل الابيض بالمدينه المنوره +++ we wait you here شركة تنظيف منازل بالرياض شركة تنظيف مجالس بالرياض شركة تنظيف موكيت بالرياض شركة مكافحة حشرات بالرياض

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  48. but also every other animal which feeds on the carcass. Humans have also been killed by coming in contact with poisoned meat, or by eating an animal which had fed on a poisoned carcass. This tool is also used to manage several caterpillars e.g. Spodoptera litura, fruit flies, snails and slugs, crabs etc. شركة مكافحة النمل الابيض بالرياض شركة رش مبيدات بالرياض شركة نقل عفش بالرياض شركة كشف تسربات المياه بالرياض شركة تسليك مجارى بالرياض شركة تنظيف فلل بالرياض

    good good good



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