Semiotics

Axe,."Attracts Women" 

"The All-American (Tom Brady)"

Semiotics is an important part of advertising, it is what enables us to associate the brands with the messages we decode from them. Perfume, cologne and deodorant companies all use signs, symbols and icons to send there message. For example, a cologne ad portrays the football quarterback Tom Brady riding a Harley and the connotation people have is that he is an "All American". Axe has been known for its sexually explicit ads and here it simply shows cloths drying on a rack, but the ad requires the viewer to complete the meaning and make the necessary turns to give value to the brand which is saying the scent will attract women.