So, here’s the deal. We have seen Axe commercials on the television, advertisements on the internet, in the paper, and in magazines, even on billboards. We have tolerated the constant display of human hormones at their most *puts on punglasses* fragrant, and we have laughed. There is nothing remotely sexual about sex in hyperbole; yet we get the point and Unilever exacts several hundred million euros (from their //sales report) a year from American consumers alone.
Do we view axe as sexy, though? Or is everyone who purchases an axe product out to get laughed at, hoping to evoke our memories of the commercial in satire of an artificial stereotype? The problem here is that humans take themselves to seriously to spend ten dollars a bottle on comedy. So then their claim must be legitimate then, axe must get you laid. Otherwise, in the twenty-six years since the product’s initial release, somebody must have debunked it and announced their findings to the world. This ignores the root of the publication. Commercials are not discussion fori for making and supporting a causal claim. They are the shrapnel of an argument’s shell meant solely to catch your attention, and what better way to do so than with giant breasts held aloof by pushup bras on a thirty inch screen. The average axe consumer may have in the back of his testosterone-infested processor the idea of sex, but his intent is clear: buy what he knows. And, if that fails to open the legs of every woman he passes on the street, at least he is normal.