Axe is a notable men's fragrance company. Often fragrance companies try to use visual imagery of manly objects to persuade men into purchasing the men's fragrance. Many companies often try to persuade men to purchase their products by using images that appeal to the toughness and war like mindset of men. In the "Axe Peace, Call to Arms" commercial Axe takes a different perspective and try to convince men to in fact not be war like but rather to love and be peaceful instead. Through this commercial axe is trying to promote that there product promotes world peace rather than War and violence and then intern convince the men that purchase their product to be more peaceful. Through the perspective of anger on each of the male figures faces that is then transferred to a feeling of happiness throughout the commercial, the use of allusions to previous wars and dictators, and the colors presented throughout the commercial Axes presents the idea of men needing to transfer there mindset from war like to promoting love and peace worldwide. 

Throughout the commercial male characters are seen in both warlike situations and in situations of power. Each male figures expressions gives off the impression as if they are on edge and ready to attack at any moment. A look of anger is also presented on each of the male characters faces. The look of anger presented leads to the viewer's perspective to believe that the male characters are getting ready to commit actions of war. For example, the man jumping out of the helicopter pointing the gun at the woman, the man inside the tank pointing the gun at another woman, or the man who appears to be setting off a bomb of some sorts. As the commercial continues the male figures faces switch from one of anger to one of happiness once in the presence of the ones they love. By changing the perspective on each of the male figures faces Axe is showing that the male figures are happier when they change their attitudes from being war oriented to love oriented.

Axe's commercial uses various allusions towards notable times of war and war leaders to help the viewer see that mans' feelings need to shift from war like to loving.  Axe alludes towards many notable war leaders such as dictators in the Middle East, as well as the dictator of North Korea. Axe shows the men in situations where they are in power and viewers can somewhat envy the power they have. The viewer sees these individuals in a different perspective however, the viewer now sees these powerful men being peaceful and loving their companions which intern would make the men purchasing this product want to emulate this compassion and love instead of the war like tendencies of these men. An allusion is also made to previous times of war such as the Vietnam War and World War Two. While these allusion are being made to the viewer they appear to be times of destruction and darkness and cause the viewers to relate to the horrors of war. As the commercial continues however, it is seen that as love is added into these situations the characters in these times appear to be happier and more at peace. By making allusions to dictators and previous wars Axe hopes to show that if methods of peace and love are used over war individuals will be happier and intern Axe is promoting the idea of world peace. 

In the beginning of the commercial there are many dark images used to display sadness. The skies in each of the scenes are either dark from the night or filled with clouds and gloom. There is also much destruction seen in each of the scenes such as the Tank crushing the child's baby doll, the nuclear weapons being moved in North Korea, or the poverty seen by the people living in the Vietnamese town. These dark images lead the viewer to think of times of war and become overwhelmed with a feeling of fear and of sadness for the victims of war and the people in each of the scenarios. As the commercial continues the common color seen switches from being focused around the concept of darkness to brighter more vibrant colors such as red. Red is often a color associated with love, and is seen numerous times towards the ending of the commercial once the characters switch there perspectives towards peace and love. As the male figures in the commercial begin to show their love for women we see the color red appear over the darkness. For example, the women wearing bright red lipstick and wearing bright red shoes as she kisses the man in the tank, the North Korea leader showing the women he loves the red heart with their faces in the image, or the Red fireworks being shot into the air by the Middle Eastern man after it first appeared he was causing destruction. Axe originally uses darker colors to relate to the horrors and sadness related around the concept of war. The color red is then later used to help show viewers that the concept of love and peace overall helps to make individuals and the world a happier place.  

In the commercial Axe tries to break away from the stereotypical sales pitch presented by most male fragrance companies of being warlike, tough, and manly.  Axe takes a new approach in trying to persuade viewers to purchase their product by convincing male viewer to change their mindset from one focused on warlike actions to one focused on peace and love. The ad shows the faces of the men being angered as they are involved in war activities and then the faces of the men switch and become happy as they are showing love towards there companions. The allusion is then made to previous war figures and times of war to help the viewer relate to previous and current times of war. By making these allusions Axe hopes to show these men of power being happier once they switch from being war minded to peaceful and intern hope the average man purchasing their product will do the same. Axe also focuses of the color red which is often related to love to help show that peace and love makes individuals happier. In using these elements Axe shows that they support the concept of men not creating war but instead creating peace and love this intern causes individuals to purchase their products and promote world peace. 

