This Axe print ad is sheer genius. Axe's lead product is the fragranced aerosol deodorant body spray and marketed towards younger men. This ad is showing that men do not have to choose between the "bad boy" or the "nice guy" that ultimately, you can be both. Axe is wisely scattering the seed into young males' mind that you can be the male on the left (a man who has a stunning young woman and is looking at the "romance" section) ,but you don't have to give up your "bad" side either (the other half of the man's body who is looking at adult entertainment). I find it ironic (and perhaps Axe did this on purpose) that one part of the man is leading with his heart (on the left) and the other with his crotch (on the right). Axe is offering both your emotions and heart, but not forsaking your primal and sexual instinct as a man. Space is a key element used in this ad. The large space in the middle of the ad allows your eye to focus on the man and woman on the right first and then realizing that his legs are left on the left hand side. Then, your eyes naturally gravitate towards the text or "Romance" and "XXX Adult" which is also a form of repetition. This is repeating and reinforcing what the image is already "saying". I think the overall vibe from Axe can sometimes be that its ok to not be in monogamous relationships. This could perhaps be a cultural implication, that men today do not want to commit to one single person. Why would they when they can have two? This ad might even give off the idea of being in two places at once, which implies an invincibility of men.
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