Sunday, June 10, 2007

Thirdway loses appetitite for Axe.

I’ve long despised Axe’s advertising. I’m not the only one who feels it’s grown old. Way old. (New campaign! Please!)

David over at ThirdWay seems a bit nauseated at the newest iteration of the Axe ads, calling them “cringe-worthy.” While I can agree these ads are also memorable, and keep in continuity with the older ads, I could debate whether or not this is a good thing. That time I had really bad potato salad was also memorable, but I don’t think Unilever wants their brand remembered the same way.

It's really interesting to see the difference in advertising and marketing messages for women's sprays and men's. In theory, it should be possible for a deordorant to appeal to men, be sexy, and not turn women into bitches in heat. Does low-brow humor honestly sell more product? Brands like Old Spice are getting in on the game too- check out their new commercials with Bruce Campbell. Bruce is awesome, but a body spray shouldn't brainwash anyone...

Food as a Code.

What someone eats or doesn't has always said volumes about the person- it can be a political or ethical statement (vegans, vegetarians), or say that you're socially/environmentally minded (organic and local food enthusiats), or just say something about your preferences (pink lemonade and animal crackers!). Food can also convey a deeper message: this print work, for an Italian eating disorder awareness association, makes that point pretty clear. Click to make the image larger- the tag says “May use food to communicate their need for help. Only a few understand that.”

Decoding the signs can be tough- how can you tell between a picky eater and something deeper? For help learning more, check out the group’s website, or for English resources, try this site or this one. (Privacy note: Both English sites made it very clear that they don’t allow diet ads or other hypocritical sponsorship on their site; Anred takes this a step further and doesn’t even use cookies.)

via Houtlust.