7) Household and Personal Products

1.Which of the nine (9) types of advertising does the ad belong to?

- Brand advertising.

2.The four (4) roles of advertising. Which are relevant for this ad?

- Marketing role

3.What does the ad. want the audience to do or not do?

- Buy the product portrayed in the ad.

4.Who is the target audience?

- Men who sweat a lot.

5.What are the target audience’s needs, concerns and interests?

- Personal image, general hygiene, and keeping armpits dry.

6.What is the message?

- If you are a man, and you sweat a lot, buy Axe.

7.Discuss the message being conveyed.

- There are people who do sweat a lot, and that may become a problem for the image, as people may not want to associate with that individual. Axe product, is able to solve that problem.

8.Who does the message appeal to?

- Sweaty men. Also, men who are active in sports or physical activities.

9.What is the desired communication outcome?

- Audience perceive that Axe deoderant is able to solve the sweat problem.

10.What other communication channel is most effective?

- This sort of ad, requires visual attention. Video ads are most suitable in conveying the message.

11.Identify the ad and specific product being advertised and describe the ad.

- The ad showcases a deoderant brand - Axe. In the ad, a man is constantly spraying sweat out of his armpits, causing his friends around him distress. However the introduction of the deoderant offers the immediate solution.

12.What does the ad show, people, products, scenery, etc?

- The showcases a deoderant product. A man and his friends are portrayed in the ad. The scenery changes a few times from the home to the outdoors and even to the basketball court.

13.What is not discussed about the product?

- Can the deoderant offer other benefits, such as fragrance or general hygiene?

14.What image is portrayed?

- Men are sometimes sweaty, and it may be annoying to others. Also friends and romance is important in life as it is essential part of it.

15.Is it true to life or puffery?

- Puffery, the ad presents a very exaggerated result of sweaty armpits. The physical effects of the sweat as presented in the ad is nowhere near anything potentially real.

16.Is the ad a slice-of-life, fear, humor, sex, or other type of ad?

- The ad is humorous.

17.Who is in the ad, if a star, what image does he or she portray?

- No stars.

18.What is the mood of the ad, colors used, music played?

- The mood is a fun one, displaying different groups of people having fun with one another despite the sweat problem.

19.Is the ad memorable?

- Yes, The outrageous image of a man spraying sweat out of his armpits is not an image easy to forget. Not that it is appealing, rather it is more captivating to watch, as different individuals are constantly sprayed with sweat to the extent that some people in the ad were forced to wear raincoats. So, yes it is memorable.

20.Would you buy the product being advertised, why or why not?

- Yes, assuming that i have a sweat problem or that i am a physically active person, i would definitely buy the product. The product has convinced me that Axe is the brand to buy when u have a sweat problem. The ad utilizes a single point to draw my attention, and it was effective.

21.Be sure to include your opinion (have a specific point of view, love it or hate it) about why you would deem this advertisement a success.

- The ad was quite creative, in the way it was presented. There were several implicit values included in the ad as well, such as friendship and loyalty. The message is received was that ' friends are important, and true friends would never leave you for such a petty flaw, however don't make it hard for them, and just buy the deoderant'.