Strongly Worded

Offended Yet?

I simply must respond to the "Long Lasting Axe Effect" ad campaign that is literally plastered all over major transportation hubs lately. If by some reason you have missed it, you should really check out the link. Essentially, it's a series of ads for men's "body spray" (or cologne or whatever) indicating that whoever wears this product will have so much sex that he needs: a whole fridge full of whipped cream, hundreds of cups of water by his bedside, a couch mounted on springs, and a "take a number" dispenser on his door. All over the subway station (in addition to photographs of the aforementioned sex supplies) are warnings: "A transportation message from Axe: one passenger per seat" or "Writhing between subway cars is prohibited."

I have to admit this campaign is very clever, and I also have to admit that I didn't immediately see the connection between the hundreds of cups of water and the "Axe effect." But, as a woman indoctrinated in feminist theory, I have to consider that an ad campaign directed at women would never, ever even suggest that using a product would result in the need for a "take a number" dispenser. Because if a woman had this, or a couch on springs, she would be considered a slut and/or a prostitute, and that is not a compelling sales message.

Does that mean the Axe campaign is offensive to women? As someone pointed out, it doesn't presume (outright) that the people taking a number or bouncing on the couch are women. Potentially the "Axe effect" could work its magic for gay men. However, the ads are still directed at men, and they perpetuate the notion that random sex is a desired objective, and that it's studly, and manly. I strive not to be judgmental about this stuff, but I do think that this message has resulted in considerable damage to our culture, and particularly to women. So I guess I'm not offended by these ads, but I don't approve of them.

Glad I got that out in the open.

Posted by Dori at 9:21 AM