Axe is based on brand appeal

Essay学霸教员组今天给各位留学生带来一篇纯原创市场代写范文，讲的是AXE基于品牌的吸引力。该法在本案中的目的是了解吸引力和男子气概的定义是否发生了变化，并在此基础上制定合理的广告和营销方向。

希望这篇可以帮助到各位留学生，同时需要代写也可以直接联系我们Essay学霸客服vx（vx：ada100-1）进行咨询。

AXE is based upon attraction of the brand. The goal of the act in this case is to understand whether the definition of attractiveness and masculinity has changed, and on the basis of which rational advertising and marketing directions can be formulated.

AXE's unique activation and activities have been successful in boosting brand awareness and effectiveness, ultimately driving sales in Canada. However, sales growth has slowed in the past three years, while the AXE team found that the current market positioning of the brand has a certain conflict with the consumer philosophy.

AXE's marketing strategy firmly rooted in the attractive and masculine emotional claims. The brand's original philosophy is to use the body of men as a concept to appeal to any woman he wants. Over the years, AXE Perfume Advertising has consistently emphasized its power to women, full of humor and exaggeration.

AXE perfume has always been with the temptation of exaggerated sex suggestive of the screen to reflect the AX perfume can greatly enhance the male side of this charm. The team fears that the current consumer relationship between the brand and your body spray may prevent the new brand message from "sticking."

As a result, the team is considering targeting the 20 to 30-year-old men to target markets to differentiate the brand from the high school image. Jacobs believes that adjusting the target market is a lucrative opportunity to drive sales of the All-Sales product line, as older consumers tend to have more disposable income. However, Jacobs knows that personal care is fiercely competitive at this age and she wonders whether the team underestimated how difficult it is to get into this more mature space, as well as current consumer perceptions.

Sex appeal advertising which regards "sex" theme as the appeal is one of the important ways. Sex appeal ads, as their name implies, are forms of advertising that are linked to the most basic and intense desire of humanity (Sawang. 2010). This is a form of expression with sexual characteristics, psychological as a means to produce a strong emotional impact in the audience with a certain aesthetic value of the ad expression. Sex appeal ads do not equal to pornography. Although it is expressed by means of sexual elements, pictures and languages, it should pay attention to the charm and beauty of characters and scenes so as to achieve the aesthetic requirement (Reichert. 2013). Good Sex Appeals Advertising is an art that not only helps sales but also gives beauty. "Sex" element and other elements seamless, is "a new combination of old elements," is a new manifestation of creativity. Sexual elements and men's perfume ads are closely linked, it gradually become a man's fragrance advertising interpretation of creative, promotional products protagonist (Reichert. 2013).

The use of the sexual appeal carried by the AXE brand in advertising is an important expressive appeal of the emotional experience. Advertising often has a strong visual impact. Therefore, the AXE brand is easy to produce a strong emotional effect in the consumer's mind, meanwhile, it conveys a brand concept that meets the modern sentiment so as to attract consumers' attention and convey advertisement information.

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