Advertising is a form of communication intended to persuade consumers or a target audience to purchase or accept ideas, products or services. In this advertisement, Ax uses the power of persuasion, such as attractive women, style and images which are the key ideas of the product and perfume, to evoke consumer behavior from the perceived images of the product. Ax was created in France in 1983 by a company called Unilever and sold to the United States in 2002, and is today a leader in the men's grooming markets. The brand focuses on the gender and age of the customer. Its market strategy is aimed at men, from their teens to their 20s, who are looking for a new lifestyle product that would increase their luck with women. Ax deodorant commercials give you the apparent need to smell and feel good, but the way to feeling good is primarily through increased sex appeal. This ad assumes that all men buy deodorant solely for the purpose of attracting women, and if you do certain things, like buy this product, then all women will be all over you. Ax ads work and appeal to their target audience through rhetorical strategies of pathos, logos, ethos. Pathos is used in advertising to target the audience through their emotions evident to the viewer. These are the “boy meets girl” ideals that are instilled in young men, if they use this product you will get the girls. Ax has created the new Ax Dark Temptation which is as irresistible as chocolate. Women considered chocolate more irresistible than shopping, jewelry or even sex. The ad shows women licking a man's chocolate because chocolate is irresistible to a woman, so wearing the perfume makes you irresistible. The ad tells young men that the use of middle of paper...... has sexual content and strong appeal to young men seeking attention from attractive women. Ax presents itself as a magical aphrodisiac, but what it's really selling is confidence. These advertisements are displayed in sports and teen magazines that men would read. Body sprays and deodorants are intended for adolescents to maintain hygiene and promote cleanliness, confidence and a better image. The Ax ad tells teens that using these products will make them irresistible to the opposite sex. The ad is clearly an exaggeration that would never happen in the real world. It is an unrealistic fallacy to experience the “axe effect” using sex and humor. Ads might be less sexually appealing if they didn't promote women wanting sex and asking a regular guy to put on deodorant, go out with their friends, or hang out with their friends after working out..