A respectable advertisement must grab people almost immediately. It is very important that your ad can be able to grab someone who glances for just a second. It must force people to take a second glance instead of simply moving on. The “Axe” ad fits into this mold exactly. Although it is only a thirty-second ad it grabs the attention of both men and women who are in the room. Even though people may not be paying attention to the television, once this ad begins to roll, everyone pays attention because of the sound, the filming, the music and the unusual message that it presents. But most of all the ad is selling sex which people in today’s society can not get enough of whether you’re a young teen or a mature adult- sex grabs the attention of your eye and ears almost instantly.
The ad must be both clever and creative. Although this may appear to be common sense to everyone, it is difficult to achieve. However, a clever ad attracts people and represents the brand in a positive way. If a potential buyer perceives the ad as clever, then he or she remembers that the product is “clever’ when that customer sees the product in the store. A clever ad also inspires the potential buyer to want to learn more about the product. Indirectly, a clever ad also represents a clever company. So the “Axe” ad has so much more going for it besides the fact that it is “cute and sexy”
One of the common guidelines, especially in web design and in television advertising is the fact that you do not want the people to think too much. It is more effective if the ad entertains rather than causing them to reflect seriously on what they have just viewed. An ad must get the message across in a clear succinct way without introducing more than one or two messages throughout the entire ad. The bottom line is to get people to realize what the ad is saying as soon as they look at it. This is accomplished by the mood or tone set during the ad. The playfulness in the mood of this ad helps reinforce the fact that this is a fairy-tale and there is no sign of trying to convince the viewer that it carries a serious message. However, it still makes the ad memorable in the viewer’s mind, especially when he or she sees the product on the shelf in the store.
Every advertisement must convey a message. Television ads visually represent a message(s). The “Axe” television ads sends an imaginary message but does it in a non-offensive, light-hearted way; it makes effective use of humor. For this reason, no one takes it seriously but people still remember it because of its easy-going style. This makes the “Axe” antiperspirant memorable for everyone who watches it. Another essential component of an effective ad is the fact that it should be unique and