I chose the popular culture product, Axe Body Spray. The culture product communicates the desires, hopes, and fears of the dominant North American culture of teenage boys. This product suggests desires that teenage boys want, is to attract teenage girls. This product shows that the hopes of a teen are to have in this case for a teenage boy is a girlfriend. The fears of teen culture today are not to be left out or fit in. The product advertises that you will also; smell good therefore you will be popular because all the girls would be attracted to you.
The Axe Body Spray ad represents these hopes, fears, and desires. The desires of a teenage boy are to attract teenage girls. The ad represents this with the bottom text which mentions a “seductive fragrance.” This is directly linked with the desires to attract the opposite sex where this culture product is going to seduce the opposite sex for you. The hope of getting a girlfriend for a teenage boy is shown in the last step of the ad where is says “Gets You Here.” The ad is relating to the hope of getting a girlfriend because in the last step the guy is around all the girls where in the end he can choose one and be partners with. This is so because he already passed the step of attracting the girl first because the product has already done that, which relates with the desires of teen culture today. The fears of teenage culture of not fitting in or being left out can be shown also, within the text of the ad. The text of the ad says “to keep you smelling great all day or all night,” this suggests that not smelling “great” will keep you left out and in the end you won’t fit in. This is the fear of teen culture today and a teenage boy will want to be popular and fit in with a certain group of people.
Nirujan Ganeshanathan
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