Mike DeLucchi's Blog

Recentley, I watched a TV commercial regarding Axe’s new shampoo product. It begins with a group of girls canvassing a mall in order to find a ‘dirty boy’, which, in this case is referring to a guy with a poor hairstyle. Once they find someone who meets this criteria, the girls (accompanyed by a pig) tackle him, pin him down, and begin scrubbing his hair with the shampoo. Magically, the boy re-enters the picture with a new luscious, feathered, and obviously styled haircut.. from a simple wash? Immediately following, an enormous herd of girls begin to surround the boy, running their fingers through his hair, laughing and flirting. I believe this advertisement is unethical due to the fact that it attempts to persuade young men to buy the shampoo essentially based on the use of multiple sexual references throughout the commercial, as well as creating the deceptive illusion that a man would be flocked by beautiful women if he were to use the shampoo. In my opinion, the media today wrongfully utilizes this same technique, for a variety of products. For instance, why is it that every beer commercial seems to have at least a few half-naked hotties who have absolutely nothing to do with the product marketed. It is wrong for women to be fashioned in this way, and this type of advertisement should be halted from further exposure.

Click here to watch the commercial: https://www.youtube.com/watch?v=k7S_4skpTZQ