Axe, ever since it started making colognes and other men's grooming products, has been constantly found in high school locker rooms and middle school book bags for all the young men trying to smell fresh at any time. The tubes of body spray have been boosting middle schoolers' egos and nasal tolerances since they first were seen on the shelves of local stores. Axe has prided itself on "sex sells" and constantly reminding buyers that if they use their product, you will plentiful women, friends, and in general, a better life. And on the nation's biggest stage, Axe stays true to their roots, staying consistent with the "sex cells" theme but takes a more broad approach in the "Find Your Magic" campaign.

Axe uses the idea that "everyone has their own kind of magic" to appeal to the viewers into buying their product. It first denounces the notion that every woman in the world wants a guy that is huge, muscular, and especially has abdominal muscles. The commercial then uses several different people of all different backgrounds, ethnicities, and social ideas of "how to get a girl". The commercial goes through lots of guys, one with a big nose, one that loves cats, one that can dance, and many others to show the diversity of ways to pick up women. The ad uses features of the people like brains, noses, and sexual preference to their advantage even though those things are usually referred to as imperfections. It then tells the viewer to "work on" their thing by buying Axe grooming products. It makes sense for pathos because not all women are attracted to the guy that can lift the most weights or has the most perfect muscular physique. And most guys are trying to find a great tactic for picking up girls that works well and works well for them especially. So by appealing to all different guys and one of the critically acclaimed goals of guys, picking up girls, it appeals to viewers by wanting to work on their thing or "magic" and get some Axe to help with that. 

Axe uses a particular set of dialect in the commercial to appeal to the younger generation of men that are more likely to buy their product. The commercial uses the slang and rather vulgar dialect of today's generation to appeal to a specific set of viewers. The ad refers to the viewer to "man" as opposed to "Mister" or something proper or even referring to the viewer at all. It also refers to the activities of the guys in the commercial as something rather different than the normal references. It describes the dancing ability of one particular male in the commercial "the moves" and one guy in the commercial dancing and screaming in front of the mirror "the fire". It uses an instance where it only shows a female gasping in bed to describe the male as having "the touch". At one section, the ad doesn't even give a real word to the attribute the guy with the kittens all over him; it declares it as "the awwh" effect. The commercial uses a variety of dialect that is relevant to many of the young men of today to break down the generation barrier and make the commercial more relatable, thus, creating an interest into buying the product. It makes a formidable argument because if the viewer can relate to what the commercial says, if the viewer thinks he has "the moves", "the touch" or "the wheels", the viewer will want to work on that, thus buying the product.

The ability the ad has of making logical sense to the viewer creates another reason as to why the viewer should buy the product. The guys in the commercial all use Axe and have their own type of way of using Axe to appeal to their way of attracting girls. The male with "the suit" sprays on Axe cologne before he goes out. The guy with "the fire" puts Axe grooming gel on his hair before he goes on his prowl to go get girls and it all works. The men in the commercial are all different but all use Axe in a sense to achieve their goal, so in turn, the viewer can relate to feeling different and as young men tend to do, want to get girls or gain some type of popularity. The idea of working on the imperfection that the viewer thinks they have and use it to their advantage can alter the way they think about themselves. And in creating a logical way for young men to achieve social prestige by using Axe and "finding your magic", it persuades young men to want to buy the product. 

For me as a young male teen that the commercial was trying to target, the advertisement was an utter embarrassment. The terms that were used were, to say the least, "corny". Finding your magic is something that is not necessarily used in the language and average conversation of us guys today. By trying to relate to me as a viewer, it causes me to resent the advertisement actually and make me not want to buy their product.

Axe created a commercial to target the hormonal and almost lustful young teens of today to give them the confidence and enthusiasm to buy their product. It obviously does not work because girls are not always going to fall for the guys "magic" just because they wear Axe. The ad uses pathos to create a sense of community and confidence by getting guys from all social backgrounds to be involved in the commercial. The ad break down walls using ethos and relating the language and dialect used in the commercial like the way young men now communicate with each other. It makes logical sense because they make the guys in the commercial get the girls they want just because they use Axe to work on their "magic" so all the viewers/buyers have to do is follow the commercial. It could be a very successful commercial to someone that is very gullible and want to do anything to get the girls, friends, or life that they want. 

