Freudian Subtext - Comm 403

The article we have been assigned to read for our Media Studies class is a plea from employers of the United Kingdom to ensure that more college students are taking media studies classes.  I honestly had more issues reading the article than  did in even going into detail on the subject.  The article is very vague, and I believe that media studies is important in the goal of understanding psychoanalysis, but this article did not make that point.

The article repeatedly talked about "employers" and "businesses" would like to see more media studies classes being taught, but what employers are these?  Are these employers of a business environment or jobs that require manual labor?  Some jobs do not require their employers to analyze Freudian theories on a daily basis, so to learn which fields of work are looking for this would be interesting.  The article also mentions a "customer" calling in and asking about a comparison between Ms. PacMan and feminist theory.  What company has a hotline devoted to answering people's psychological questions?  The article does a poor job of backing up the argument of the importance of media studies.

That being said, I do understand the importance of media studies, for it causes you to think outside of the box at different possibilities, and we are to use this way of thinking in our assignments to convince our readers to do the same.  In our study of psychoanalytical theory, we are introduced to Freud and Lacan, with similar views on their subject matter.  My small knowledge on psychoanalysis has led m to believe that the article itself could be improved with more concrete evidence about employers interested in media studies classes.  With actual employers in mind, I would be able to more accurately see myself in a position of working for this company knowing that I have been educated in the subject.  Another way the article could be improved would be a mentioning of specific skills learned in media studies classes that these employers look for.  Whether it just be psychoanalytic knowledge, or the ability to know how to blog effectively, it would be a nice addition to the article to reach out to more college students (which I assume is the "real reader" of this article).

For an article discussing the importance of media studies, it is ironically vague.  With simple additions like examples of employers that are looking for these skills, and the skills themselves, this could be a great article that could effectively help both college students and professors alike to find and fix problem areas in this magnificent field of study.

The Femputers - Comm 403

We were asked to look over an article on CNN.com that discussed why we feel more at ease/prefer female voices in a technological environment.  I think they did an excellent job creating and backing up their points, and I even found interest in some of the comments posted by users.

     I feel like we are more at ease with having females vocalizing our options and choices to us because (as stated in the article) we are used to the sound of an operator being female (an entry level job that many women could easily work in that would not be demanding of them physically.)  To add to this, a lot of the comments presented to this article featured people saying that they would actually prefer to take orders/advice from a female than a male.  This may come from maternal instincts of mothers knowing what is best for you, or it could be a sort of ego boost knowing that a woman is politely giving you information as opposed to a man. 

     In my opinion, I feel that women don't mind receiving instructions for either sex, as they will take direction from both their girlfriends and males without much question.  Men on the other hand tend to be a bit stubborn (just ask any guy to pull over and ask for directions).  Men would much more prefer to hear a kind, gentle woman "suggesting" things to them than be open to another man trying to "tell him what to do".  It all boils down to a minor gender-power struggle that we all face on a daily basis.  Do you prefer male teachers or female teachers?  A male boss or a female boss?  It could be from the voice you prefer to hear to past experiences with both sexes, but either way it's safe to say that the gentle, m ore passive voice heard in most technology has been successful.

By the People, for the People

In class we discussed different methods of persuasion used in political campaigns.  The issue up for debate was the gun control policy, and we were to find a politician and either create an ad for or against them in this cause.  For a positive campaign, sound effects such as applause, cheering, and patriotic, inspirational music are heard.  On the contrary, negative ads were shot in black and white, and used eerie sounding music (in some cases the music heard could have been slightly inspirational or comedic to indicate a satirical opposition for the politician). I've chosen three of my colleagues' video campaign ads to focus on, as they follow this structure and invoke emotions in such a way that would be very successful if they were actually used for a political advertisement.

This first campaign is directed towards Maryland voters in search of a politician that will help with the number of homicides of children in the state.  The ad states that although the rates are the lowest they have ever been, this is not enough because there should not be any children falling victim to these crimes.  A signifier found in this campaign would be the pictures of children fading from color to black and white.  This signifies that these children may no longer be alive, or that they are in danger because of the conditions they are currently living in.  The slow, sad music signifies depression, and a desire for a positive change.  Lastly the message the ad brings "We need our hero back" also signifies a desire for change, as there is no "hero" or leader in charge to take action against this negativity.  This campaign does a great job of using pathos to convey an emotion to the viewer.

This second campaign is also a negative ad towards gun control.  Again, it uses pathos (and logos as well in this case) to convey a strong, convincing message to the viewer about how they should view the gun policy.  The signifier I would like to point out in this ad is the picture of the gun pointed straight at the viewer, literally making them stare down the barrel of a handgun.  This signifies the scariness and fear that comes with the idea of a gun - and when it's staring you in the face, there (should be) no other emotion but fear.  Another signifier would be the other picture used, featuring a man with a gun that looks like he could be crazy and/or unstable.  This also conveys the emotion of fear because we can visualize the type of person using these guns for malicious intent.  The text in this campaign signifies that we don't necessarily need to ban guns, but ban the use of illegal guns that would obviously be used for other reasons other than defense.

This final ad I chose had a very powerful effect on me as a viewer, and definitely would have persuaded me to change my opinion in the election.  It opens with a video of a woman who is a news anchor discussing the amounts of deaths via gun activity that includes the deaths of children in playgrounds.  This signifies that there is a complete lack of care or attention for the safety of the residents in this area.  Not just children, adults as well. The fact that children are becoming victims in these actions indicates that no one is safe - even the absolute innocent.  The dramatic music also creates a tense, and horrifying atmosphere for the viewer by using a song including symphonic elements and foreign chants.  We associate this type of music with rising action of a serious movie where the plot is thickening, and in this case the plot is a little over a minute long so it creates this tense atmosphere throughout the entire ad.  A final signifier for this ad is the clip showing the number of homicides that have taken place this year.  This signifies that even though the rates may have been dropping recently, the amount is still too high to find excusable for any reason. 

-In class discussion-

     A fellow student of mine brought up the topic in class of a blog post found on cracked.com.  The website is known for publishing humorous material, but he found this particular article, Dealing With Bullies You Learned in Movies, a little too real for his tastes.  The author delves into personal experiences with bullying and even bullying that his child received. 

     While I don't doubt that the article may seem a bit on the black humor side, I feel like this was supposed to be a satire.  I have read articles on cracked.com before, and nearly every one of them are funny because they are all drenched in sarcasm.  I personally love this style of humor, so I enjoy most of the blogs I read on there. Although I do feel that this particular piece was darker than the rest (it hit on a way more personal level for the author), knowing that the author was more than likely aiming for a sarcastic approach to this scenario would make me more interested in reading more of his work to see if anything else he has written parallels this. 

     Regardless of his approach, I commend him on going on a different route with this blog, but I can definitely see where Travis is coming from.  If I want to laugh, give me something obvious to laugh at an don't crowd that with a sad story.  I feel as if he was trying to add a bit of realness to this story but it may have not worked in his favor.  Still, he received an emotion out of one of his readers, and when it comes to leaving an impact he did just that.

Morphin' Time - Comm 403

 

Nearly every narrative we find today follows the same system.  The "beginning" "middle" and "end" theory we've developed spawns from Aristotle.  His idea was known as Aristotle's poetics, and declared that narratives, or media that tells a story, are usually broken up into three Acts. 

Act I is the opening act, and focuses on introducing characters, settings, and basic plot.  This act describes what life is currently like for the hero and/or other main characters.  This is quickly interrupted by trouble of some sort creeping it's way into the plot.  The characters will be challenged with a decision that will take them out of their comfort zone.  Act II is the amplification of this trouble, and the trials presented to the characters will seem impossible.  Act III is the conclusion of the story, involving the characters ending the trouble and usually putting them at a higher level of morale than the beginning when they were just going about their everyday lives.

I chose a favorite movie from my childhood for the nostalgia I'll have discussing it.  The Mighty Morphin' Power Rangers movie put my VCR to work when I was a kid.  If you weren't a fan of the Power Rangers as a kid, here's a little back story for you:
     Six teenagers have a device that can transform them into the Power Rangers - meaning they put on spandex with a helmet.  These wacky costumes are adaptations of their Japanese counterparts.  They do more for hiding their identity.  These Morphing Devices were given to them by Zordon, their leader and takes his form as a giant face made in a tube of light.  The Power Rangers fight intergalactic crime in the form of martial arts and summoning giant "Zords" which are robotic animals they can control.like vehicles.  These Zords can combine together to make the Megazord, which usually is enough to take care of any problem they may face.

In the movie, this plot that we find in a basic episode of this show is expanded to movie length. 

Act I - The six rangers (Tommy the white, Jason the red, Billy the blue, Aisha the yellow, Adam the black, and Kimberly the Pink) are enjoying their life and hanging out as normal in their city, Angel Grove.  At a construction site a giant egg is found containing purple ooze.  The ooze forms into Ivan Ooze, the films main antagonist.  

Ivan Ooze

Act II - Ivan sends out minions to keep the Rangers busy while he destroys their base containing Zordon.  Because of the destruction, they cannot Morph and must search for a new solution to defeating Ivan.  Meanwhile, Ivan disguises himself and sells ooze to the children of Angel Grove that turns all of their parents into slave once they touch it. 

             The Rangers travel to the distant planet Phaedos.  A woman there named Dulcea guides them and tells them of the new power that awaits them.  After various physical trials the rangers are granted their new costumes (based on modern animals rather than dinosaurs as previous) and consequently new Zords as well. One of the young boys in town realizes that the parents are being mind controlled and try to keep them safe with the other children.  Ivan orders the parents to 'leap to their doom' and the kids try their best to keep them away from a nearby cliff.


Act III - The Rangers return to Angel Grove, which is completely overtaken by Ivan and his ooze.  In their respective Zords, they fight Ivan and his minions until only Ivan is left.  He grows to an enormous size and the Rangers realize that forming the Megazord is their only option.  The fight becomes fierce and mobilizes to out space.  While in space Billy suggests that they use a nearby comet to destroy Ivan.  Aisha presses a button to kick Ivan in the crotch and he is flung into the comet, which explodes with him along with it.  The parents are returned to normal and the children know of the Rangers' bravery. 
            While the day may have been saved for everyone else, it still isn't over for the Rangers.  They return to their base to find a deceased Zordon in a human form which has never been seen before.  They discover that their newfound powers have the power to heal, and with Zordon's life restored, peace is finally returned to their lives and they are stronger physically and emotionally .

Made with the Freshest Squeezed Corn

   

     Framing is an act used by many politicians and advertising campaigns across the country, but what is this clever tactic?  By using the concept of framing, individuals can pick and choose, essentially, what they want to get across to their listener without compromising their integrity.  As George Lakoff states in his book Don't Think of an Elephant!, "Framing is about getting language that fits your worldview.  It's not just language.  The ideas are primary - and the language carries those ideas, evokes those ideas."  So to expand on his thoughts, framing takes the idea you want to present and does so in a manner that would be best accepted by your ideal audience.

     The example I chose to exemplify framing is found in nearly every vending machine here at Shepherd University.  Minute Maid brand fruit drinks (as well as many others, but I chose this one in particular) mention 'being made with real fruit juice' and 'made with all natural ingredients', but how much of it is fruit and how much is sugar water?

     The addition of high fructose corn syrup into beverages is not the problem here as nearly every one of them does.  In this case, it is the fact that Minute Maid claims to be made with 100% fruit juice, but only because the amount of corn syrup added into the mix makes up a fraction of the juice that is apparently small enough to remain uncounted.  So just because you only add a little bit of it means it can be left out of the statistics altogether?  When questioned about the usage of high fructose corn syrup in their products, The Head of Industry & Consumer Affairs, Johnetta D. Lewis stated:
                "High Fructose Corn Syrup (HFCS) is the sweetener we use in the United States because it is an available, affordable sweetener which, in solution, tastes like sugar. The entire supply of sugar in the United States would not be enough to produce our products alone, much less in addition to those of other companies. The United States must import sugar for its domestic needs but corn is grown so abundantly, we export it overseas."
     So just because corn is more abundant here in the United States, Minute Maid (and Coca-Cola by proxy) are endorsing the idea of using corn syrup in their beverages, but then lying about it afterwards.  If Johnetta's response to the use of corn syrup in their beverages was so matter-of-fact, then why can't they out the same thing on their beverages.  The answer is the American Dollar, unfortunately. 
     To elaborate, this is not a stab at Minute Maid or Coca-Cola directly, but to basically any and all companies that use this practice.  If we are all adults of sound mind, it is ironic that the use of lies and trickery is what is fueling the consumer economy.  Upton Sinclair's novel The Jungle highlights the other aspects of the shortcuts that food processing companies use, and was a strong inspiration for this blog.  It definitely is an encouraged read to discover what these companies will do just to get in your wallet.

Find out what's really going into your burger in Upton Sinclair's novel, The Jungle.

By the Horns - Comm 403

     I decided to dive into semiotics this time with something that reflects myself internally (you know, if you're into this sort of thing).  Horoscopes have been around for centuries used as means of future telling, fortune reading, behavior, and even health concerns.  Apparently, there are very distinct traits for every Horoscope, so what better way to illuminate them then by semiotics.

     The sign:  The Taurus is represented by a bull with massive horns.  The bull itself may even be huge to take into consideration its "power", but this could be purely speculative.  The Taurus is represented also by a more common, simpler design:  a circle with two curved horns coming out on top. 

This symbol is considered "feminine"and "introverted" because Tauruses are reflective and thinkers..

     The signifier:  This horoscope is represented very well in both denotation and connotation.  The denotation of a bull would be a stubborn animal that does not migrate too far from its surroundings of a grassy, open area.  The connotative description of the Taurus reflects these traits, in that persons who are Tauruses are supposed to be stubborn, earthy, and yearn for stability in their lives.  Though is is a vague description, I feel as if I fit it perfectly - but doesn't everyone? These ideas expand into the more specific ones, such as"Tauruses are thinkers rather than do-ers",  "They are slow to anger but if pushed too far will erupt",  and "taking pleasure in simple comforts". Traits like this fit a tighter niche of people, but they still fit the description of a bull.  The sense that the Taurus (and maybe the other Horoscopes) took a lot of thinking and evaluating before this practice came into play, so why don't we take them more seriously?

     The signified:  We, as humans on planet Earth today (as opposed to our ancestors) have plenty of access to technology, and therefore more logical explanations for phenomenon we face in our lives.  In the times when stars themselves were a mystery, finding answers in these ethereal balls of light was deemed as an effective way to interpret an answer to your questions.  Nowadays, we see horoscopes in magazines and newspapers and see them as little hints or ideas to help you manage your day.  They literally lie in the same field as fortune cookies in this aspect; how could something that used to answer our insights of the future be reduced to a mere section of a newspaper?
     The aforementioned trait that horoscopes are flawed on is their vagueness.  The traits described by most horoscopes are usually hit-and-miss, and this could be from years of misinterpretation or just a change in cultural behaviors and beliefs.  A horoscope nowadays is about two sentences long, and will usually tell you to "reconnect with an old friend" or "look out for a potential love interest".  You can look up countless different horoscopes in a day from various sources, so which one is right?  The variation we find in the media is another flaw in our ability to believe horoscopes - there's a million of them.

     The mythos behind this horoscope is interesting because it was introduced with the 11 other Zodiac members.  In Greek mythology, Zues disguised himself as a stunning white bull that carries Europa across the ocean with an attempt to seduce her (an attempt that succeeds mind you).  So how does this tie in with any of the connotation or denotation?  It could be seen that this entire scheme of Zeus's was all a part of successful planning on his part, which ties into a Taurus's reflective thought process.  The other end of this would be the animal in choice for the Taurus, a bull.  Since they represent the docile, and stationary nature, the bull may have seemed to be a gentle spirit that would aid Europa across the sea.  Lastly the ties between the animal and the earth may come from relating earth to life.  Earth is life incarnate, and by Zeus helping Europa, he was giving her life as well. 

Europa, as she rides on the Taurus (Zeus).

    Zodiac symbols are definitely far from a religious collection at this point in time; however, it's never bad to have a little bit of a confidence boost in your life.  If anything, horoscopes help us think in a different way for a second.  They remind us of different priorities or abilities we have that we may have forgotten about.  To make the best use out of them would be to read them and to not take anything to heart, but rather to divert your attention and do a mental "sort out your mind" kind of routine. 

Behind the Tinted Lense - Comm 403

The semiotics of sunglasses struck me as interesting because I wanted to find a product that we use for entirely the wrong reason most of the time.  They look cool.  Here is a deeper dive into this simple yet effective phenomenon in fashion.

The sign:  Sun-glasses.  In the most literal sense what do they do?  They block the sun from your eyes so you can continue in safely with your current sunshine-ridden task.  Often useful for driving and other outdoor activities.

The signifier: The sunglasses signify that you are in a situation involving an intense amount of light that needs shading.  But how true is this to today's culture?  With the concept of sunglasses in mind (being that they dim light) there should be few types of sunglasses - those ranging from barely dimming to nearly blocking out all light.  Since we are interested in appearance, however, we have countless different sunglasses in various brands to fit everyone's style and needs.  Why do we need different types of glasses when they all serve the same purpose?  Because we don't use them to block the sun' we use them as a fashion statement.

The signified:  The concept of sunglasses refers to giving you an advantage in sight during a sunny situation, but the connotative reason for wearing sunglasses is both anonymity and a general "cool" factor.  As the video provided shows,  the hit series CSI: Miami utilized a clever one liner in the beginning of every episode.  What makes this one liner significant is that it is always accompanied by the same motion of putting his sunglasses on before delivering the pun.  This definitely adds emphasis to the cool factor, as the addition of the sunglasses and the pun go hand in hand.  What is also to be noticed is that he puts the glasses on regardless of the weather conditions are around him.  Granted it is in Miami Florida. but the mention of the sun being in his eyes is never an issue, he simply puts the glasses on to emphasize the point he is making - and that is what appropriately describes why sunglasses have turned into more of a statement of "coolness" than a device to protect ourselves from harmful ultraviolet rays. 

     The mythos regarding sunglasses is that while wearing them you can protect your identity for the most part, and I agree with this entirely.  The idea of wearing these devices to not only shield the suns rays but to also have yours eyes be completely concealed is a lot more than just an added bonus, as we often buy sunglassses based moreso on style than actual effectiveness.  This thoroughly explains how America views our safety products.  Sacrificing safety for beauty is a perfect explanation for sunglasses and other products of the like.

How Low Can You Go?

     Rap videos are some of my favorite inspiration to the same basic idea creatively redone over and over.  In this video, rapper Ludacris plays a "Bloody Mary" type of entity.  It is said that he appears in your mirror if you "drop it low" enough.  Three friends are excited to test out this theory, but they find that summoning Ludacris isn't all fun and games.

     The girls in this video definitely fit both roles of women in music videos.  The original three girls dancing in the bedroom "summon" Ludacris, but then immediately become frightened and completely negative towards the situation.  Meanwhile the other girls shown in the video are merely the dancing nobodies found in many rap videos.  These girls are perky, ready to party, and perfectly fit the descriptions that Ludacris describes them as he is rapping.  They all have gyrating, stripper like movements that are so prevalent of these "dream girls" we have learned about. 

"Cause I like that french vanilla, that caramel, but when it comes to Chocolate, I know that very well" - Ludacris

     So we have the dream girls gyrating, some other male figures assumed to be Ludacris's possy around to add some numbers.  What happens to the previous innocent girls?  They are changed into party girls themselves, and therefore become desirable objects like their ghostly counterparts.  Now they are free to grind, shake, and drop it low in the freedom of their own house with this newfound confidence.   They don the similar attire of the previous girls as well: skin tight spandex leggings in bright colors, and very revealing tops. 

     While all of this lovely metamorphosis is going on, we have random shots of Ludacris rapping under a blacklight.  This effect makes him look like he's in a very ambiguous, but obviously very fun environment that you probably wish you were in.  He is seen constantly rapping while beautiful dream girls are dancing around him and competing over who can drop it the lowest for him.  This sort of rivalry between the girls shows off another side of the dream girls, their competitive side where they compete over men.  Ludacris does not seem to mind, and probably is not complaining in the slightest.

     This kind of video feels very reminiscent to rap videos in the late 90's and early 00's in that it follows a very simple plot that involves women seeing just how low they can go.  While newer rap videos usually focus on the wealth of the rapper and his status among his community/crew, this video follows Ludacris's theme of southern style dirty rap that can be first seen by artists like 2 Live Crew.  Ludacris's modernization of a simple (and clever, I'll admit) idea of the Bloody Mary myth and turning it into a 4 minute long parade of girls just breaking loose, having fun, and gettin' low.

Wii Would Like to Play - Comm 403

 

The new console from Japan sparks interest in American households.

     By using semiotics, we can find the relationship between the signs found in this advertisement, the audience it is directed towards, and the message that the symbol is trying to extend.  

The Sign:  The main sign within this advertisement is obviously the Wii console.  It is a sign of a new entertainment system unlike one that had ever been seen before thanks to its wireless capabilities.  It has a simple, sleek design that does not feel bulky like other systems. The smart car used by the Japanese businessmen could also be seen as a symbol as well.

The simple design makes it look approachable for any age. Photo credit goes to La Ignorancia Mata

The Signifier:  When this commercial aired, the Wii signified the absolute future in gaming technology.  A new innovative way to play games by utilizing body movement was unheard of, and it piqued the interest of everyone for just that reason.  This was by far the most advanced leap in technology most average households had heard of, and the excitement ad hype created for the system made it practically sell itself.  These little thirty second commercials were all most people needed to see to want this in their house as soon as possible.
      To highlight the Smart Car, it goes along with the the Wii system with its equally sleek and modern design.  It is a very futuristic car, and is driven by two Japanese men.  Japan is often used as a symbol of technological advances, and in this commercial the case is very much the same.

The Signified:  Like most video game paraphernalia, the Wii could be seen as a target for anyone between the ages of fifteen to twenty-five; however, Nintendo modeled the Wii to be an enjoyable system for all ages, including children, parents, and even grandparents.  With games ranging from simple puzzles to bloody, zombie-filled shooters, Nintendo made sure there was something for everyone in this little titan.

Loud Music, Bright Lights... French Fries?

Posted by mleishear

By using the Frith method, we can break this advertisement down into three categories.

Surface Meaning:  A solid black background is broken up by a racially ambiguous hand with multiple wristbands holding an order of McDonald's french fries.  The words "Open All Night" are written in white to the right of the hand

Advertiser's Meaning:  No matter what hour of the night or whatever you might be getting into (let's say, club-hopping, for example), McDonald's is open all night to feed that late night hunger.

Cultural Meaning:  We as Americans live in a society that has events such as clubs and raves going on all hours of the night.  Because of this many young adults who fit this scene may want something to eat late at night.  McDonald's has already advertised for years that they are one of the only fast food restaurants that i open all night, so they switched their emphasis to an audience that is also up all night.  Assuming they have enough business during the day, McDonald's has made a billboard that is 100% targeted towards the club scene which dominates our youth and the radio today.  In other countries that have similar economies to the U.S. this billboard would speak universally, as the audience is bounded more by age than race.  The hand shown does not give off any particular sign of race, and I assume to advertise this billboard in another country, the only thing McDonald's would need to change is the language of the text.  This is an excellent example of advertising by utilizing what is popular in the media and the youth.  As the club scene becomes more popular, so will stopping by McDonald's on the way home from Baltimore or D.C. at 3 AM. 

     I'm not the biggest fan of McDonald's, but like with the Axe advertisement, some of the best ads are ones that don't necessarily please every single viewer, but have a strong idea of their target audience.  This ad is right on schedule as far as following the "trends" of high school and early college students, and I'm sure that McDonald's will be ready for the next big thing.

Even Angels Will Fall

     When I think of an example of effective advertising, what comes into mind for me first is not a product that is necessarily amazing, but one that does the absolute best job of building up its target audience.  Axe, the male hygiene products commonly known for their scandalous advertisements, has some of the best ads because they have perfected their pitch to their audience: Don't just get clean, "get some" too.
     Their famous slogan, "How Dirty Boys get Clean" is a perfect example of how they plan to get their message out.  In all of the Axe advertisements that I have watched (and feel free to let me know if I am wrong), I have never seen or heard any evidence that would let me know how clean I would actually become if I were to use any of Axe's products.  Women might fall from the sky, I might get into some crazy themed parties four nights in a row, and I might leave some sexy prints in my shower.  How clean will I be through all of this?  Who knows - but what I do know is that according to Axe, if I am a male between the ages of 15 and 25, I'm going to need to buy these products if I want to stay on my A-game (in both smell and popularity).

"Beat Ben?  At what contest?  Scoring with the opposite sex? That's exactly what will happen with a simple spray of the 'Clix' fragrance by Axe."  Photo credit goes to JoshC.

     
     It may sound like I am bashing Axe, but in reality my frustration with their campaign is exactly why I can respect them so much.  Other products designed for men aren't as forward as Axe is, but that is exactly what makes their approach so effective.  Use this product and bask in the glory of a carefree, party lifestyle (and maybe be clean too).  What else would a young American male want more than being attractive to the opposite sex?  Axe takes a normal hygiene product and advertises it as an item to boost your overall self-esteem and confidence as a male.  As long as you have Axe, you are always want spray away from the party.  Although I don't necessarily agree with that statement, I don't doubt that this is an answered prayer for all of the fist-pumping citizens of America.