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Axe

I was watching a video on YouTube, and there was an advertisement that I had to watch before I could watch my video. The ad started with a man standing in an upscale train station, his hair was messy at the beginning of the video and then he pulled out Axe hair gel. then he combed his hair and applied the hair gel and the narrator said “not only does he look clean and sophisticated, he can also fold any road map with ease.” As he walks up to a man have trouble folding his map in the train station and folds it for him.

This advertisement uses pathos as it implies that once you have this “clean cut look, Axe styling gel” that you will be able to be like this man. It uses a story to get you to feel like you need this in order to look and act like this man in the commercial and be clean and and cut like him but you cant without having this gel. The company is using your emotions by hinting at the desire to be like this man. They try to make you want to leave your house and go buy that exact hair gel right away. The end of the commercial closes with an ending that leaves you wanting to know more about this man, and his travels and leaves you thinking. This cliff hanger makes you want the product even more.

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Comments

  1. AnonymousDecember 11, 2016 at 1:10 PM

    I concur with Sam in that the ad uses Pathos solely. It provides no reasonable argument so no Logos and it doesn't establish goodwill or trust so no Ethos.

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  2. AnonymousDecember 13, 2016 at 6:24 PM

    What I find interesting about this commercial is that it seems to focus on pathos, and at the same time almost neglect logos. Logically, being able to fold a road map is in no way correlated to one's hair gel. A person's hair gel has no significant effect on his life. It is funny how an advertisement such as this one can still attract customers solely from emotion.

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  3. AnonymousDecember 13, 2016 at 8:07 PM

    I can say that as a girl, a guy with clean cut hair is definitely winning. Though I don't understand the appeal to the map folding considering a lot of people do not use maps anymore and it doesn't seem relevant to the gel

    ReplyDelete
  4. AnonymousDecember 14, 2016 at 5:31 PM

    This ad is not very logical. It doesn't give a very logical reason why axe is better than other products. It isn't relevant at all, and people won't be more willing to buy it based on that claim

    ReplyDelete
  5. AnonymousDecember 14, 2016 at 7:48 PM

    Pathos was definitely used a lot in this advertisement. Also some things used in this ad were completely unnecessary.

    ReplyDelete
  6. UnknownDecember 19, 2016 at 5:13 PM

    I can understand why someone would want to buy this hair gel from how the man looks because most men want to look slick and clean and such. I think the map folding is trying to show humor by how random it is sort of like Old Spice commercials, ironically. I think that type of humor is really appealing to some people though. The commercial definitely uses pathos but no logos at all.

    ReplyDelete

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