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Mad World: The Axe Effect



Well, our Mad World discussion blog is in its third week now, and we just couldn't hold off any longer: It's time to talk about Axe.

Sure, uncovering the sexism in Axe ad campaigns is somewhat akin to uncovering the yarn at a craft store, but how can we move forward in our gender and advertising symposium without Axe under our belts? Instead of debating whether or not these ads are offensive (because, duh) I thought we'd take a look at an all-star lineup of some of the worst Axe has had to offer recently, and then put it to a vote. It's the Offensive Axe Campaign Showdown!

Five ads enter! One ad leaves! Which shitty Axe campaign reigns supreme?

Contestant #1: Manly Shower Gel Man

The message: If you fail to use Axe Shower Gel, everyone will mistake you for a woman. Which is the worst thing you could possibly be, because women are awful. Also, it makes total sense to sexualize woodland creatures by having bikini-clad women scrub you down while wearing animal masks. Obviously.

Contestant #2: The Ball Cleaner

The message: First of all, ball euphemisms are hilarious (omg we're not just talking about golf balls you guyz!). Also, if you are a man, the only thing stopping women from grabbing your testicles is the scrubber you use in the shower. If you're a woman, you pretty much just love balls. (Is anyone else bummed to see Jaime Pressly in this ad? Bogus.)

Contestant #3: Smelly Fingers

The message: You know how guys make other guys smell their fingers after they've had sex with a woman? (btw I am not saying all guys do this) Well women can do that now, too! We can all get in on this finger-sniffing action! Women turn into totally disgusting horn dogs when Axe is in the mix!

Contestant #4: Dark Temptation

The message: It's hard to ignore the underlying racism of this spot. "Dark Temptation"? The man (once he turns from white to, um, chocolate) is literally devoured by the women chasing him. Somehow I doubt that when bell hooks wrote "Eating the Other" she meant it this literally. Also, this is yet another ad where women are rendered uncontrollably sex-crazed by the scent of Axe.

Contestant #5: The Defendant

The message: Here we see a different angle from our friends at Axe: Slut shaming. This message goes above and beyond, and the woman here is accused of outrageous, and illegal, sex crimes. It's OK though, because in Axe court things like "assault with a ball gag" are fun and sexy!

Closing arguments: OK, so all of these ads have something terrible to offer. But before we vote on which is the worst, let's take a minute to think about Axe (just a minute though, or we might all start barfing). Why does Axe advertise in this way? Why has it proven to be (seemingly) so successful? These ads go beyond sex jokes and deep into racist, misogynist, dangerous territory. Could Axe get the attention it does without being so offensive? What is about the messages here that registers for so many people?

Now let's vote!

OH_Logo.jpg This project was made possible in part by a grant from Oregon Humanities (OH), a statewide nonprofit organization and an independent affiliate of the National Endowment for the Humanities, which funds OH's grant program. Any views, findings, and conclusions, or recommendations expressed in this article do not necessarily reflect the views of Oregon Humanities or the National Endowment for the Humanities.

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Comments

30 comments have been made. Post a comment.

The first one is contradictory. . .

I don't get the slam that if a dude doesn't use Axe he'll smell like a woman. I (a woman) use the store brand Dial knock off, while those Axe body washes smell like those flavored lip balms marketed to little girls (aside: remember everyone- boys and girls- getting excited about Dr. Pepper lip balm?? Ah, youth). Anyway, the whole premise seems to be that it's not effeminate to use body wash, as long as the packaging and marketing are masculine. Ya know, cuz body wash has genetalia.

The Con side to what your

The Con side to what your saying would be that the majority of body washes aren't marketed towards women, which is simply not true. Their are a large variety of these products for women which are specifically marketed towards them; whereas, while there is still a great number for them, men have less options which are specifically marketed to them. After all I cannot remember the last time I saw a bath and body works advertisement geared towards men.

They're all awful

Remember when those Dove ads about loving your body as it is came out, with older women and bigger women and women with freckles and wrinkles being all cute at us from magazines and billboards. I could never take them seriously knowing that Dove's parent company (Unilever) is also responsible for Axe and its repetoire of boneheaded gender stereotypes. I know Unilever isn't responsible for creating these ads, but they okayed them and are fine with selling a brand that seems more or less dedicated to perpetuating lowest-common-denominator sexism. And these aren't even the worst ones!

Remixed Dove Ad

I just wanted to throw this remix into the conversation. The artist took the Dove "Onslaught" commercial and remixed it with the Axe commercials to comment on the hypocrisy of Unilever. You can see both the remix and the original here: http://www.politicalremixvideo.com/2010/03/06/a-message-from-unilever/

In Defense of Axe

ALL advertisements for cosmetic products are objectifying because the products themselves are objectifying!!!!! Interestingly, I was much more offended by with the descriptive (prescriptive?) summaries of the Axe commercials written by Bitch Magazine than by the actual commercials themselves.

Contestant #1: Manly Shower Gel. I'm not going to prescribe anyone's gender to them, but mammals sniff each other for a reason! We can all distinguish the difference between soap made for men and soap made for women. Axe isn't advertising to the people who buy Castile. And heaven forbid anyone should sexualize woodland creatures...Seriously?

Contestant #2: The Ball Cleaner. Um... I love balls. And guess what, when my partner and I are in a hot shower and he smells all good and clean, I grab his balls and I love it (and guess what his favorite body wash is...) Smelly sweaty balls? Not my favorite.

Contestant #3: Smelly Fingers. One of my favorites parts of sex is the smell left in my hair when my lover has left the bed. For the rest of the night every time I move I'll catch a whiff of the particles he's left behind on my skin and hair. What is the difference between this and the finger smell? Is this axe commercial totally obscene? Absolutely! But obscene is not always sexist!

Contestant #4: Dark Temptation. Even if the chocolate dude really is supposed to be black, why is it racist to find black men sexy as hell?!? I find black men sexy! And I thought black men were sexy WAY before Axe. Ain't I a feminist?

Contestant #5: The Defendant. Sex crimes are never funny, not ever. But the unlawful powdering of a wig? This is the only Axe Commercial I found offensive but it's only because the woman is considered "naughty" and "guilty" for exploring her sexuality. But "outrageous and illegal"? Let's reconsider the term "outrage" and reserve it for actual sex crimes, m'kay?

The messages of Bitch? Women must be demure and modest in all expressions of sexuality lest someone get the impression they like to grab balls, enjoy the smell of their partner, and get off biting into black men. Shame on Axe for portraying women as sexually aggressive. And advertisements must only depict courtship models deemed appropriate by a panel of gender theorists and board certified feminists because people can't understand their sexuality until an academic explains it to them. We must shelter little boys from the possibility that they might someday have intercourse with a woman who likes to take charge. Any advertisements that show women who are aroused by men must be sexist because no self-respecting feminist would never have sex with a man or allow herself to be overcome with arousal...

I always thought feminism was about the freedom to be whoever and whatever we want to be, regardless of what society dictates. If I was wrong and feminism is about shaming women who want to be brash, bawdy, and ball-grabbing, then I'll have to start calling myself something else.

Alyson, are you kidding?

Um, are you effing kidding us here? Look, it's not my place to tell people their business, but by all means, please feel free to go call yourself something else (because as we all know, there's nothing more feminist than feeling free to do something). But really though, if misogynistic, objectifying advertising schemes are objectifying and misogynistic, who am I or any namby-pamby insufficiently lascivious gender theorists to critique them for that? I mean, how exactly were they supposed to sell hygiene products for men without semen-flecked innuendo and archetypal patriarchal fantasies about harems of harebrained, lewd lovers (obviously all of them women, because, you know, heh, heh, heh, what man would stoop to act like that)?

Somehow, I question whether you'd feel the same way about an Axe commercial that was a second and a half of body scrub followed by twenty-eight and a half seconds of bukkake. Oh yes, that's right, you're posting to the blog of a culture theory magazine called "Bitch", I think it stands to reason readers are plenty familiar with all those things you think we're out to steal from you.

This analysis of the

This analysis of the commericals as celebrating women's sexual empowerment lacks context. The commericals are not meant to celebrate the sexual forwardness of real women. Instead, for the 13 year old boys who are the audience for these commericals, the vision of a sexually agressive women is about fantasy. The ads depict a fictional parallel universe where women act like men, rapey, overly aggressive men at that. This parallel universe is created by axe body spray. It's also funny. It's a wink and nudge meant to confirm what we all know - that women are prudes. Its humorous that women act in a sexually aggressive manner when they encounter axe in the commercials, because we all know women are really prudish cunts hell bent on withholding sex from you, personally, smelly 13 year old boy. The ads really say - buy axe body spray, because all those ways you talk about girls in the locker room, all the figure smelling (If you couldn't tell, I think the finger smelling ad is the most offensive) is super cool! It's not creepy at all! That's what dudes do! P.S. - that stink you got going on right now is not a normal part of your adolescent development. It's gross and girls are gonna hate you. Forever. Get rid of it unless you want to die a virgin.
The ads are really offensive to women, and really kinda spell sad things for boys, too.

I think you're missing the point.

I'm a self proclaimed feminist AND I love balls and sex with men and the after-sex smell just as you do. However, I believe the author of this particular blog was pointing out the heterosexism going on in all these ads as well as the blatant regular sexism. Not only are most Axe ads pointedly telling it's targeted demographic that being a woman is so not as good as being a man, but they're generalizing the hell out of women. Not all women like balls; that's a fact. You've heard of lesbians, no doubt. Not even all straight women like balls. Plenty of my friends won't go near them; do I think that's a crying shame? Yes. Is it any of my business to force balls upon them? Hell no. To each her/his own (you know, not even all gay guys like balls...clean or not). The point of this blog, I believe, is to show us what's so wrong with all our advertising today...to break down how sexist, misogynistic, racist, herterosexist and other hateful messages (including rape) are still running rampant and found *absolutely freaking hilarious* by the masses.

Not all ads for cosmetics are objectifying. Dove has a pretty wonderful campaign right now; Cover Girl is featuring Ellen DeGeneres and Old Spice is completely, and openly, mocking the entire system with it's new ad line.

So, before you turn against the author(s) of this blog and stoop to petty name-calling...I suggest you widen your perspective to include how these ads affect ALL WOMEN AND MEN instead of how they just affect you and your tiny little world, because, news flash: You're not the center of the Universe nor do you represent all (or even *most*) women.

In Defense of Axe II

I am not prone to ad hominem attacks, so first I'll address the "small-world" from which I write on this issue.

I am not the center of the universe, you're right. In fact, I believe I am more like the general population than I am different.

What I got out of your argument was that because not ALL people like balls the people who DO like balls should be deprived of ball references and ball humor just because some people do not like these gimmicks. It isn't the job of advertising executives to make sure the entire populace is being represented in their commericals. It's their job to sell soap. Call the FCC if you want G-Rated Commercials.

My queries for you, Red, are:

Will you please explain to me why it is wrong for Axe to portray "blatant heterosexism"? How is your mandate any different from railing against "blatant homosexuality"? I have a lot of gay friends who have worked very hard for the right to be blatantly homosexual. Are we now forcing heterosexual people into the closet too? How is that not a step backwards? Also will you please explain what exactly is so sexist about women being aroused by fragrance? Is it the fact the these women are the aggressers that you find troubling? Is it because they are aroused? See, I thought that was an improvement upon the ads that portrayed women as subservient and submissive, forever guarding their modesty. Or are we looking to desexualize and sterilize our popular culture of any and all references to sexuality that are not applicable to all humans?

My point in responding to this blog was to call attention to the sexually prescriptive nature of the article itself, which seemed to advocate censorship over equality, and which I found far more troubling than any 45 second spot on television. Criticism should involve a careful study of all possible readings before a judgment is made. Otherwise we make hasty conclusions and toss out the baby with the bathwater. And sometimes the criticisms can be more sexist and oppressive than the target under scrutiny.

Oh, and FYI the same company that owns Dove, Unilever? They also own Axe. So perhaps before you accuse anyone else of being confined by their worldview, you should mind the three fingers you've got pointed back at yourself.

Just a tiny quibble...

If I read the comment correctly, Red was referring to "blatant heterosexism," not "blatant heterosexuality."

Heterosexism refers to the assumption that all people are (and/or should be) heterosexual. Criticizing it doesn't mean "forcing heterosexual people in the closet," but reevaluating the assumptions and stereotypes we see every day surrounding issues of identity and sexuality.

response to quibble

I think we're splitting hairs here. And if the argument was: Axe dictates that all people should be heterosexual, then I don't think Red's "ism" was at all "blatant". Portraying heterosexuality in television, adverstising or art is not a hate crime, nor is it a mandate. And last time I checked the majority of the human population in fact does engage in heterosexual intercourse (that's how we keep making more humans). That's why it is so prevalant in advertising. Because ad execs are interested in appealing to the MAJORITY, not because they're trying to keep gay people in the closet.

I thought "heterosexism" was sexism against heterosexuals. I've heard a lot of that lately.

No one has said that

No one has said that displaying heterosexuality in a commercial is a hate crime, but regardless of what you say or think or believe, assumed heteronormativity is a common grounds for feminist critique (and a damn good one if I do say so myself). Why? Because lesbians are women too, and ergo many are also feminists, so it's natural that they would take issue with this assumed heteronormativity that the market keeps pushing on us.

You're right.

You're right. Heteronormativity is absoultely an important subject for feminist critique. Remember it was Kelsey Wallace who didn't think a discussion was warranted (just a vote "guyz"). I believe the exact word she used was "duh". I'm all for thoughtful analysis, but that isn't what happened here. This blog post was just as prescriptive as the commercials it sought to condemn. The sad part is how unnoticed this has gone by anyone but me. I care much more about the discourse than the commercials. The work for gender equality is OUR responsiblity, not Axe's. They don't care, and they don't have to. WE need to be more thoughtful in our criticism and more reserved in our judgments if this movement is to survive another twenty years.

And besides, Axe isn't marketing it's product to women so why should Unilever have to represent lesbians? Because they exist? Are advertising executives supposed to be the PC police now? Give me a break.

You're confusing the term

You're confusing the term "sexism" with the term "discrimination."

An "ism" - sexism, racism, heterosexism - indicates a social system in which the perceived majority is assumed to be the norm; everyone else is an "other". America is a racist society because we assume that white is the norm, whereas black/Latina/Asian/etc. are the "other." Men are the norm, women are the "other." Heterosexuals are the norm, homosexuals are the "other." You see.

Ahem: Objectifying?

I totally agree that as a feminist I claim the right to ask a man for his number, ask him out on a date, take charge, be sexual, be passionate, and do as I please. However I don't appreciate a media that reinforces the social idea we have in this country of women as sex objects. Even though these advertisements may not display very many scantily clad ladies, they still portray idealistically beautiful women as primarily sexual objects even if they are the pursuers in the equation. The ideology: wear axe body spray, and the women your After will come after you. Maybe not my arch rival in advertising, but definitly still moving in the wrong direction.

Ludicrous

Sorry, but I couldn't stop laughing watching most of those. I did not like the courtroom "guilty" crap or the willing submission to cannibalism ideas, but most of these advertisements were so totally ludicrous that I couldn't help laughing. I may be a guy, but I have no interest in smelling like one, and get scared when a woman grabs my balls. I use Johnson and Johnson Lavender scented Shower to Shower bath powder because I prefer a more feminine smell. I agree these ads are sexist, but they are so ridiculous that I can't imagine anyone taking them seriously enough to actually buy the product. Thanks for the laughs.

I laughed at the balls too.

I laughed at the balls too. I think it was interesting (and sad) in so much as there are how many hygiene gadgets and devices marketed towards towards women and girls to use in the bath because we're dirty dirty girls and need special tools to clean and exfoliate everything in order to be fresh and beautiful. When in truth, a sponge or washcloth works just fine 99% of the time. Now guys have a special tool being marketed to make their balls more attractive.

The chocolate commercial was terribly disturbing.

I'm surprised though that only the television spots made it onto this list. Axe has so much more offensive stuff to offer the world (the Snake Peel Shower scrub washes away shame-- "use daily to scrub the slate clean")

Still, the Axe commercials are a hair better than the typical feminine hygiene commercial in so much that women are not being portrayed as virginal and passive and unable to deal with their bodies. Sexually aggressive rapey bimbo male fantasy isn't much better but at least it's different.

Ball Cleaner

I was disappointed to see Jaime Pressly in the Ball Cleaner ad until I saw her expression at the end... hilarious!! To me, it's like she's broadcasting her thoughts, and they are: "Jesus Christ, this ad is so dumb. But then again, it is Axe - what did I expect?"

The problem isn't that it's

The problem isn't that it's portraying female sexuality - if only it were! The problem is that it's portraying a sexuality which is dominated by a man who women go crazy for, and who they will do "dirty" things to. Notice how in every Axe commercial women are either, you know, "normal" (and by normal we of course mean that you're a suburban heterosexist fantasy virgin), or they've been Axed and they're losing all self-control and throwing themselves upon a male? This is the message being sent to young men - "life is full of stuck-up bitches who don't want you, so use Axe and live like it's porn".

It's amazing to me that you don't see what's wrong with it. The whole advertising campaign absolutely soaks itself in every harmful American stereotype about young women for the past fifty years. You think it's great that it doesn't portray women as virginal, modest, and proper? It does! Look at the way they dress, look at what they do, look at the way characters interact with them. The whole premise of good girls going naughty is that of the "good girl" as against the "naughty girl".

Or look at what happens to the bloke who uses his girlfriend's soap - he doesn't go through the (apparently exclusively masculine) ritual of, you know, taking care of himself in the morning in order to be presentable to the world - he enacts an infuriatingly self-conscious performance of the stereotype of effortless feminine beauty.

Everything in almost every Axe commercial, no matter what the specific theme or subject of the commercial may be, all revolves around subverting heterosexist, patriarchal gender stereotypes with even worse heterosexist, patriarchal stereotypes. Good girls go naughty? Isn't there a porno with that name? Isn't the theme of every other moronic porn movie the idea that some young woman is going to be "deflowered" and she'll love it? Isn't that exactly what it is to be Axed? Axe commercials are the story of a porno before any actual intercourse takes place. Sometimes it's not even so modest - an attractive chocolate man pours his wonderful chocolate sauce into cups eagerly proffered by obviously aroused white women? "Well," to quote Terrence and Phillip, "smack my ass and call me a bitch!"

So no, these are not stories about strong, powerful women expressing their sexuality. These are stories about women whose sexuality consists in being modest and unassuming, only to be subverted in this and have their sexuality "activated" by male sexuality. These women are not "the aggressors", they're walking around waiting for a man to come along and Axe them.

The problem is

The critics of these ads are the ones who are attaching their subjugating ideology on the characters in these commercials. The critics say these are not real women, that women's sexuality is not being portrayed in an honest way, that Axe is relying on stereotypes... Who says? If Axe is unqualified to set the boundaries of acceptable behavior for females then no one is qualified, not even gender theorists. The messages being imposed on these commercials are puritan in an almost fetishistic way and I feel more sympathy for the sexual revolutionaries than the feminists right now. Why are the new stereotypes worse than the old ones? Because the women are finally having sex? Because they are enjoying themselves? Because they are dressed immodestly? Because they have orgasms? I'll take the girls gone wild stereotype over the blushing virgin a hundred times over. At least GGW know how to get off.

Really?

This is the heart of what is wrong with the women's movement today. All these women are so busy saying, "Atleast it's not" and "I'll take this over that." but tell you what. If our foremothers and fathers stuck to that tune this country wouldn't be what it is today. And if we keep singing this song we have nothing better to look forward to tomorrow. We have a future where our daughters all treat their bodies as tools, and men respect them even less then in the victorian age. Sure, we can say cunt, bitch, vagina, breast. Sure we have the right to be sexual, but do we have the right to demand respect from our partners? Or will we continue to allow them to treat us as a means to an end. Will we pave the way for our daughters to believe that to get talked to and listened to by a member of the opposite sex they must wear revealing tops, short skirts, tease their hair and wear mascara? That they must have long thick hair and glowing skin? That theyre legs must never show stubble, and eyes must never look tired, even if they were up till three a.m. studying? How much time, money, dignity, and energy will they sacrifice at the altar of beauty in hopes that one day one man will become so enamored by her he'll actually listen and see her as an "equal." How much personage are we losing in this game?

"If Axe is unqualified to set

"If Axe is unqualified to set the boundaries of acceptable behavior for females then no one is qualified, not even gender theorists"? Are you kidding me?

A good laugh?

I completely understand the idea of the blog post and where it is coming from. I believe that more times than not women are not treated equally or justly in the eyes of the media, but I must say that in my eyes Axe commercials are comedy. They are not to be taken seriously. I do understand that many people believe that nothing should be taken lightly, but I guess I just do not look at things through those eyes.

The last ad "The Defendant" was bothersome to me because I do not see a sexually confidant women who should be free to explore sex anyway she sees fit as a criminal. Although I do see what they were trying to do, I disagree with it.

I wonder what has happened to educating people (specially young people) in knowing the difference between exaggerated fantasy and reality.

To me these advertisements are saying a lot more negative things about men than women. My boyfriend does not wear cologne and only wears deodorant when he feels that he could use some... but then again that's what advertising has always been for right? Making you feel that you need something they have, their product. Luckily this guy knows how ridiculous that idea is, but his little 13 year old brother has yet to figure it out... and believe me, we make sure to try and educate him.

Lastly, as a "chocolate" female... I have never once watched the Dark Temptation advertisement and thought of him as a black man. None of his physical features have changed besides the fact that he becomes chocolate... the edible kind. He still looks like a white man, to me. Just creepy... really freakin' creepy.

-from brooklyn

wow. irony anyone?

are you all missing it? do any of you know any men over the age of 9? no one takes these ads seriously, they are meant to be over-the-top. they're funny because of how ridiculously sexist they are. it's like the old spice commercials with bruce campbell playing the piano in a robe, surrounded by supermodels. he's not sexy in that ad, and old spice won't make him sexier. and everyone knows it won't.

Does anyone actually find

Does anyone actually find these ads funny? When's the last time you actually laughed at an Axe commercial? I seem to remember when the product first came out that they did have funny ads for it. Still Raunchy and a little suspect but they were entertaining. Now it's the exact same joke over and over and I'm sick of it.These ads aren't shocking and edgy anymore and they aren't funny so why do I need to be continuously subjected to that creepy-as-hell chocolate dude? Stupid Axe... I don't even like chocolate!

What about what it tells boys to be?

I get the over the top thing, but actually -- I worry about boys *under* the age of nine (all young men, really), because I don't necessarily think they get how over the top it is. Actually, it's not even the humor that bothers me, it's the fact that more and more now, young men are being told to be as insecure about their odors and other features nature gave 'em. I've met young gay men, in particular, who I wished I could give a copy of The Feminine Mystique to and have it make an impact -- some of them were outright bulimic or hated themselves for not being skinny, hairless, and ripped. I always envied boys for not having as much superficial cosmetic crap foisted on them by advertisers -- and now advertisers are making ever-greater inroads.

In response, I made this riff on the "your body and how it's growing" lectures which commercials deliver to us. Enjoy.

So men want to be attractive to women

I mean all cosmetic product advertising is kind of sexist. Its obvious all the womens beauty products perfumes hair products ect are saying they will help make women look sexy and attractive to men even if they don't say that as bluntly. So Axe commercials are saying buy this stuff to be sexy and attractive to women. Overuse of these products and colognes probably has the opposite effect while contributing to air pollution and asthma but the capitalistic sales job nature of this aside; is that offensive to feminism, men trying to attract women? I think most women out there prefer men putting some effort into hygiene. As for the ball cleaner thats hilarious that such a product exists but at the end of the day I don't see why feminism is opposed to men wanting clean genitals. As for whether its "destroyin America" by being on TV that sounds a little more The Moral Majority than most feminists I mean this blogs name is a profanity. This commercial should be on past 9 am and I imagine it usually is. I will end with a question I asked earlier. I suppose it could show a good smelling guy having a deep insightful conversation with a woman but that would not be a good 90 second commercial. I will end with this question; is it offensive to feminism that men want to attract women? I would say without a doubt women as a sex have it harder than men when it comes to most things in life and are generally wiser than men for it but one thing that men still have to do over 90 percent of the time is "ask the girl out". Do they do that because they are a bunch of horndogs pigs ect maybe but the majority of women want romantic and sexual relationships with men too but will not ever ask a guy out. So its the boys who have to make that step, risking embarrassment, rejection, emotional anguish, serious blows to ones self confidence and yes body image issues. Sure a lot of men do it in a sexist or obnoxious or just plain dumb fashion or smell bad and deserve the rejection they get, but thats easy to say when you just get to sit back watching and laughing.

Thanks for putting all these in on place!

These are great! All of us in the office were laughing out loud. Thanks for putting all these videos in one place

Ok, I have ONE question.

Ok, I have ONE question. Rhetorical question actually....but are you SERIOUS??? I would have to say every one of the comments/posts made me laugh. I do NOT understand how a few commercials was able to muster up so many negative opinions and offenses. For crying out loud, it's a men's body spray COMMERCIAL lol. So many people have taken offense to it and not only taken offense, but each one of you have played SOOOO much more into it than what is actually there. I don't get it at all. I don't need any explanations, so please spare me. I do appreciate and respect all of your opinions, and you may not like my opinion on the matter but all I ask is please give me the same respect. Appreciate that I too have an opinion. I am a 31 yr old woman with 3 children. I am a very sensual and sexual person, but that does not classify me as a slut. I have been with 3 men my entire life. I do NOT sleep around. When I AM with someone though, I enjoy sex and intimacy a great deal.

In MY opinion, the Axe commercials are hilarious. I do not feel there is any racisms or prejudices in the ads. I do not believe they are trying to single one person/stereotype out. I feel that all of you have put way much more into the ad than need be. I don't think they are saying that women are "sex objects" like so many of you have mentioned previously. I don't believe they are going against gays or lesbians or trying to put ANYONE back into a closet. (Also previously mentioned) I personally believe that axe is a very delicious smelling mens fragrance; I too love the smell. I don't believe there are ANY racist remarks in any of them. The "chocolate man" was NOT intended to be slander to anyone. So many people have the opinion that that specific commercial was racist because they feel the "chocolate man" portrayed a black man....NO IT DID NOT!! Quit trying to find any possible negative thing you can find to say about the axe commercials and really pay attentiont o what is actually going on.I'm sure that alot of you, possibly most of you, are very intelligent, intelectual adults, so I'm pretty certain you will understand it a bit better if you clear away the haze and hatred you have. Most people state that women LOVE chocolate. You personally....who knows, but I'm sure you know that the vast majority of women love chocolate SOOOOO,the commercials are pretty much indicating that women love the smell of axe and since love chocolate, then they are using a simile!!!! Women love CHOCOLATE. They want it. They want to eat it. So why not portray axe as a chocolate man??? Literally...a chocolate man!!! lol.Chocolate is an aphrodesiac. It releases hormones in the human body that heightens sensual awareness. It's a simile people not a racist. I believe that the racist ones are the ones that complain about that commercial being racist lol. And I COMPLETELY agree with something someone said in a previous post! Even if it was meant to be chocolate to portray an African male then SO WHAT???? There are alot of desireable, sexy, attractive, hot black men in this world that are completely desireable, so tell me WHY that would be believe as racist?? Really? I am a white woman and I have never dated a black man. Not because I refuse to date black men, but only because I have been married for 11 yrs and prior to meeting my husband, I was in another relationship...but I have seen MANY desireable black men, so I don't see why there would be a problem IF the chocolate man DID represent a black man?!?! I don't get it lol, but then again, I don't get ALOT of the problems listed under this blog. I just don't see how people can take so much offense to the Axe commercials or ads.Honestly I feel that some people obviously need to find something a little more productive and rewarding to do with their time than to play so much negative into a commercial and quit taking such ridiculous offense to things like this.And I need to find something better to do with my time as wll. I have so much to say but then again, I've already wasted to much of my time on something this ridiculous. Makes me a hypocrit, I know lol. But do yourselves a favor in the future....quit thinking so much negative. LIfe is way to short and way to sweet. You never know how much precious time you have left on this earth. Treat yourself and others as equal. Get out, take a walk...laugh, eat, play. Go give someone a hug, or a wedgie lol. But don't play so much into a deodorant commercial. Life is to short to worry about that. You don't like it? Don't watch it or buy it. Enjoy life lol

Mad World: The Axe Effect | Bitch Media

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