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Analyse the TV ad with some research and your own opinions. Answer the S.C.O.R.E. questions. Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Masters
  • Page:
    2
  • Words:
    894

1. Do you think it is SIMPLE (only trying to communicate ONE idea)? Is it a Single-Minded Proposition? Why? (What key message(s) is it trying to send?) Do you think it is a clear singular message, if yes, what is it trying to communicate? (In this part, it is not talking about the layout.)

The advert is simple. The advert focuses on promoting the Axe Dark Chocolate deodorant as a fragrance irresistible to women. The main theme portrayed by the ad is the irresistible chocolate fragrance, the “Dark Temptation”. In fact, one may confuse the deo for an edible chocolate. The ad simply tells the consumer that they will become irresistible to women once they use axe dark chocolate spray1. The theme song “Sweet Touch of Love” by Allen Toussaint also emphasizes the irresistible love one experiences from women.

2. Do you think it is CREATIVE? (i.e. is it a great idea that has impact and memorable?) Why?

This advert is definitely a creative one. The idea of a man sprayed with the Axe Dark Chocolate Deodorant and after he leaves his door he turns into a massive chocolate man who is appealing to ladies is just incredible. Besides, the way the chocolate man is depicted with several beautiful women who he shares parts of his chocolate body in form of ice cream toppings, hot chocolate, and chocolate sauce, disrupts attention from the chocolate loving women around the city is creative and attention getting2. The ladies in the ad are doing crazy things to the chocolate man since he is irresistible. The idea of the African American teenage boy becoming the centre of attraction for the highly regarded white teenage women has a long-term impact on the targeted market; white teenage men.

3. Do you think it is ORIGINAL? (Is it familiar in the same industry or category? FOCUS ON EITHER THE MESSAGE OR THE VISUAL ONLY) Why?

The advert is not original. In fact it is just another version of the other ads of the Axe chocolate deodorants. For instance, the Axe Dark Temptation –Leching exhibits similar visual images where a girl sprays her man with the Axe dark Deo and he turns into a massive dark chocolate man. She links his body in a suggestive manner. Thus this advert is not original. Other ads promoting the Axe deo are also similar in the visual and in the message that they are trying to impact on the audience/targeted consumers; sexy and irresistible3.

4. Do you think it is RELEVANT? (Is it relevant to the target and the brand?) Why?

The advert is relevant to the brand, which is a deodorant. Throughout the advert, we see women crowding to the irresistible chocolate man and having a bite of the chocolate from his body. The main idea promoted in the advert is the sexy appeal that one gets when he uses the dark temptation brand. The African American parody is also relevant as it is aimed at luring the white male heterosexuals into using the deo as a way to attract women, by having that sexy irresistible fragrance4.

5. EMPATHETIC ISSUE. Do you think it is ethical/unethical? Why?

The advert is obviously unethical in various perspectives. The idea of sexism has been highly emphasized in this ad, with the chocolate man appearing in various instances. For instance pretty women push themselves up against the glass at a gym attempting to get a feel of the Chocolate Man. At a cinema hall his ears are licked by two beautiful women simultaneously. His bottom is bitten by a pretty blonde on a bus while his navel is linked by a sexy woman at the beach. For ethical reasons, India I and B ministry banned the axe chocolate man advert terming it as vulgar, repulsive and generally indecent5.

In addition, the chocolate man is satirical and recreation of the traditional minstrel leisure shows that portrayed white artists in “blackface” makeup intended to be comical6. The advert uses African American teenage stereotyping of promiscuity. Also, the trickery nature of African American teenage is also stereotyped where the chocolate man playing a joke on an injured, weak white lady in a hospital bed by placing his hand in a gift box. Thus, the advert stereotyping on racism, sexism and heterosexism is unethical7.

Bibliography

Advertisement: Tv Ad – Axe Dark Temptation: Chocolate Man
http://www.youtube.com/watch?v=FgfzdgWgEZ4&feature=player_embedded

Cannes International Advertising Festival. Film Lions winners, 2008. Retrieved August 29, 2010 from http://www.canneslions.fi/cms/images/
stories/voittajat08/Cannes_Lions_2008_Film_Lions_Winners.pdf.

Horton, Alicia “Don’t ‘Axe’ Don’t Tell: A Critical Commentary on Axe’s ‘Chocolate Man”, A Graduate Journal of Communication 3(1), (2010): 11-13.

Marketing in India, (August 25th 2008). Axe Chocolate Man Ad Banned
http://rajeshaithal.blogspot.com/2008/08/axe-chocolate-man-ad-banned.html

Nasaw, D. “Going out: The rise and fall of public amusements”. Cambridge: Harvard University Press, 1993, pp.78-125.

1
Horton, Alicia “Don’t ‘Axe’ Don’t Tell: A Critical Commentary on Axe’s ‘Chocolate Man”, A Graduate Journal of Communication 3(1), (2010): 12.

2
Advertisement: Tv Ad – Axe Dark Temptation: Chocolate Man http://www.youtube.com/watch?v=FgfzdgWgEZ4&feature=player_embedded

3
Cannes International Advertising Festival. Film Lions winners, 2008. Retrieved August 29, 2010 from http://www.canneslions.fi/cms/images/
stories/voittajat08/Cannes_Lions_2008_Film_Lions_Winners.pdf.

4
Horton, Alicia “Don’t ‘Axe’ Don’t Tell: A Critical Commentary on Axe’s ‘Chocolate Man”, A Graduate Journal of Communication 3(1), (2010): 11.

5
Marketing in India, (August 25th 2008). Axe Chocolate Man Ad Banned
http://rajeshaithal.blogspot.com/2008/08/axe-chocolate-man-ad-banned.html

6
Nasaw, D. “Going out: The rise and fall of public amusements”. (Cambridge:Harvard University Press, 1993) p.89.