The Deo Theory

April 30, 2008 at 11:24 am | Posted in bong | 17 Comments
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Advertisements have always had a very negative effect on me. And in my line of work that is a terrible thing to say. But nothing beats the Axe Effect. To begin with, I must iterate the fact that I really like the fragrance it throws. Which isn’t saying much, considering the deo’s market capture. However what really strikes me as odd is the format of the adverts all these body spray guys take.

Lets take the Axe (Male) Bum ChikaWaWah ad and the Fa (Female) New Fragrance ad examples. Quite obviously Axe is a deodorant that enables guys to attract girls and Fa helps women woo their men. Which implies that more women must like the fragrance of Axe and more men, Fa.

Now we come to a dilemma. Does not the above implication bring to the front that Axe must have a greater acceptance and usage amongst women and Fa with men? If that be the case then are the men using Axe compromising their preference so as to gain greater audinece amongst their womenfolk and vise versa with the Fa women?

But here again we come to a dead end. Obviously men do like the powerful smell of Axe, just as they enjoy the mild aroma of Fa. And I assume women must take the same platform, only from the other side. Then both men and women like the same set of fragrances. Then why differentiate masculine perfumes from feminine? A marketing charade? Or is it all only to end that men, in their macho outfit, must wear strong over bearing odor as their dainty ladies carry on in their pink frocks and girly scents? Men sweat? In a world of air conditioned gyms and Wii? And to assume women don’t? And most girls are happier in their jeans and tees than all pinky pinky.

It all comes down to positioning. A guy can be macho in anything- Bikes, Jeans, Mobile, Shaver, Shoes… Anything. A girl can be a feminist in just the same (except the shaver. Well, maybe!) So if you are a girl, the next time you stop by the deodorant aisle at the supermarket remember- the Fa or Rexona that you buy is a statement you are making- That you would rather compromise on your interests just to smell more girly to the random guy who would stalk you anyway.

And guys, if a girl is spending a good couple of hundreds on her perfumes she probably wants you to notice it. Be a gentle man and take a few sniffs!

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