The first body scent that every Ax commercial consistently portrays is SEX! Each commercial is full of sexual toughness, which attracts both men and women. The message behind every Ax commercial is pretty simple: use their body spray and women will stalk you. Ax body spray is heavily advertised these days and I assume the way they market their product correlates to their sales. We all know the phrase “sex sells” and without a doubt we see that this approach works. Ax has cleverly created a tagline to make the public believe in the sexual attractiveness of its products and also describes an underlying magical trait. By examining their commercials in depth, we are able to see how Ax executes such a successful advertising strategy that it becomes an object that exemplifies turning a wild fantasy into reality with a splash of their wonderful product. In 2008, Ax released his latest perfume called "Dark Temptation" and in this commercial we are taken on the journey of a young adult male confidently strutting his stuff. The advert begins with a stark white bathroom with an average looking young male holding a can of Dark Temptation. The only sounds you hear are a couple of sprays coming from the can. After placing the can on the toilet, we clearly see that with the contrast of colors and drab objects it is difficult not to notice the word “AXE”. After a brief silence, a melodic melody of Allen Toussaint's “Sweet touch of love” fades away and the view returns to the mirror. But this time, the slender teenager has transformed into a dauntingly optimistic man made of chocolate. His cheerful smile seems almost resistant to movement, not dull… middle of paper… advertising, we are always looking for an answer to attract the man or woman of “our dreams” ”. Just like a child in the toy store, advertisers exploit this aspect to teenagers through sexual desire and by demonstrating that they can be just as amazed by the situation to the point of pushing them to buy something. A highly effective marketing strategy is critical in modern America because of how competitive businesses have become. Works Cited Bosman, Julie. "How to sell body spray to teens? Tip: It's not just about cleanliness." The New York Times. http://www. every time. com/2005/10/28/busin.... html (2012).Horton, Alicia Danielle. “Not 'Axe,' Don't Say It: A Critical Commentary on Axe's 'Chocolate Man'.” Stream: Culture/Politics/Technology 3.1 (2009): 11-14.Meadows, Zulu. “Axe Chocolate Man commercial.” YouTube. YouTube, September 25, 2008. Web. April 10. 2014.