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I found this ad on http://www.theaxeeffect.com/responsibleuse.html, which shows axe advertisements that you would find on television, the web, magazines, and in newspapers. The focus of the Axe bullet deodorant spray shows many things. First, the small size of the container shows portability- it fits in your pocket. Next, it appeals to the average guy by the contents in the pockets, now displayed in the airline check bin. Though some of the contents are quite suggestive, starting with personal effects. He has very little change, a quarter and a penny showing, but out of his simple, black wallet, which shows sophistication, two bills are hinted at, though you cannot see the denomination, so you know he's not broke. Next, a fairly modern, and styled ring, that gives you the impression that he's a pretty hip guy, and a watch with a simple black leather band, and a bit of styling on the face that is mostly covered. Next, a ring of keys with what looks like a post office box key most prevalent, which suggests a need to be anonymous, possibly. And finally, the sex appeal. Three different artifacts acquired at the airport with three different girls' names and information. You can definitely trace his journey from his arrival to the airport. The first is an airline parking pass with Kate's number on it, next is a baggage claim ticket with "text me when you get back" from Tara, and then finally his airline ticket with a "come by gate number 14D" from Dawn. So just driving up to an airport and the three places ou go to an airport right away, he's got three different hook ups. I would say its not a pretty far stretch to think that the advertisers are stressing that you would be more desirable if you use their product. They are also stressing that this product will raise your self esteem, while preying on insecurity to get guys to buy the product. Wow, it comes in a spray bottle and fits in the pocket. Cool.