This advert is promoting Axe (Lynx in this country) shower gel in a very tongue in cheek manner. It uses masculine orientated humour to sell the product and create an appeal that has very little to do with the qualities of the product itself. It doesn't comment on the smell or the cleaning properties that make this product better in comparison to others in its category. It just uses the association with attractive women and clever jokes to create a symbolic value of the product that enables it to appeal to the right demographic of young males. The brand has over the last ten years or more become synonymous with these kind of themes in its advertisements. Invariably featuring how the use of their deodorant or shower gel will generate an instant irresistible attraction for women. This symbolic value has enabled a slightly inflated exchange value over similar products and also maintained interest in the brand amongst young males even though, it could be argued that the product is inferior to ones of similar value. In a mass produced market the makers of this products are exploiting an unceasingly prevalent ideology amongst young males that it is integrally important to be trendy and cool in order to attract the opposite gender. The metaphysical relationship to itself created by popular perception has enabled the brand to continue being purchased in large numbers thereby expanding its influence over material culture.
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