Email to: theaxeeffect.com 6/8/03
For those of you not familiar with The Axe Effect, it is a new fragrance spray for men that's supposed to be the greatest thing in the world. However, their ad campaign isn't so great. What made the grade of trash advertising was, in particular, their "Coping With All The Ladies" booklet. The booklet was a cartoony view of how to deal with being inundated with females when the product is applied. Proned to advertise in male-geared media like Maxim magazine and company, they perpetuate status-quo mentalities embedded in the latent content of their ads. What does that mean? I found in taking a critical look at their campaign: misogyny, sexism, sexual disinformation and female intellectual intolerance. In our opinion, this is a bad example to set. I emailed The Axe Effect and asked them why, why, why, and you even get to read their response, too.
Snoochie Booches,
Progenitor
Dear Axe Effect,
Your publication "coping with the ladies" contains terse and virulent means of commercialist media influence, and can only be used as more evidence of sexual misunderstanding and tolerance of misogyny. Quite frankly, I was angered at reading that booklet because, not only does it retain the same vicarious libido- enhancing "advice" as is broadcasted in alcoholic- beverage media, for example, but it also portrays women as submissive, intellectually impartial and passive. I was abhorrently disgusted when I read "how to slip out without waking her up", and its description of the female intellectual mind: "wake her by accident and you may forced to discuss her cat calendar or her love of unicorns". I highly doubt that the majority of women would agree that playing the role of a sexually/ intellectually passive- aggressive female, implanted by patriarchal paradigms for media profit have enlightened them as such that this is an "acceptable" role for women. Indeed, your male protagonists carry themselves out with a D- average for being actual, sensitive and feeling humans. Instead, you are perpetuating commercial status- quo mentalities about relationships and roles of men and women in modern society. So thank you for contributing to the avalanche of misguided sexual people all over the country who will use your product in ‘tha name’ of humping hot chicks and getting away scot- free!
Axe Effect’s Response, 6/9/03
Date: Mon, 9 Jun 2003 14:15:23 -0300
From: "comments.axe"
Subject: RE: mysogyny and sexuality
To: OMMITTED FOR PRESERVATION OF ANONIMITY
Hi xxxxx,
Thank you for taking the time to contact us about our AXE “Coping with all the Ladies” Handbook. The handbook was created to provide young men with a fun and humorous look at “the dating game.” The content of our handbook is simply meant to bring the AXE Effect to life in a lighthearted way.
We recognize that the AXE “Coping with all the Ladies” Handbook does not appeal to everyone. However, the guys who use AXE recognize the tongue-in-check humor behind the booklet and understand that it’s certainly not meant to be offensive or taken literally.
You can be assured that your comments are appreciated and will be seriously considered.
Thank You,
AXE Consumer Services
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For those of you not familiar with The Axe Effect, it is a new fragrance spray for men that's supposed to be the greatest thing in the world. However, their ad campaign isn't so great.