The first body scent that every Ax ad consistently describes is SEX! Each advertisement is full of sexual tenacity, which attracts both men and women. The message behind every Ax ad is pretty simple: use their body spray and women will come after you. Ax body spray is advertised a lot these days and I guess the way they market their product correlates with their sales. We've all heard the expression that "sex sells" and we've definitely found that this approach works. Ax has cleverly created a motto to make the public believe in the sexual appeal of its products and it also depicts an underlying magical trait. By taking a deep look at their advertisements, we can notice how Ax achieves such a successful advertising strategy and has become an object that illustrates the transformation of a wild fantasy into reality by a single spray of their wonderful product. In 2008, Ax released its new scent. called “Dark Temptation” and in this ad we are taken on the journey of a young adult man who confidently shows off his new smell. The commercial begins in a stark white bathroom with an average-looking young man holding a can of Dark Temptation in his hand. The only sounds heard are some sprays emanating from the can. After placing the can on top of the toilet, you can see that with the contrast of colors and dark objects, it is difficult not to notice the word "AXE". After a brief silence, a melodic tune from “Sweet touch of love” by Allen Toussaint fades and the view returns to the mirror. But this time, the slender teenager transformed into an optimistic and intimidating chocolate man. His cheerful smile seems almost resistant to movement, no mat......middle of paper......ed the advertisements, we are always on the lookout trying to find the answer to attract the man or the woman of “our dreams”. ". Just like a child in a toy store, advertisers use this aspect for teenagers through sexual desire and prove that they can be just as stunned by the situation to buy something. A highly effective marketing strategy is imperative in modern America due to business competitiveness. Works Cited Bosman, Julie. "How to sell body sprays to teenagers? Hint: It's not just about cleanliness." The New York Times. http://www. at any time. com/2005/10/28/busin....html (2012).Horton, Alicia Danielle. "Don't 'Axe' Don't Tell: A Critical Commentary on Axe's 'Chocolat Man'." Section: Culture/Politics/Technology 3.1 (2009): 11-14. Meadows, Zulu. “Ax Chocolate Man Advertisement.” YouTube. YouTube, September 25, 2008. Web. April 10. 2014.