Update: So I read a comment over at AdRants about the Axe marketing that basically said, it's really no different than the Herbal Essences commercials for women, which insinuate that shampoo gives you sexual pleasure. The Axe and TAG campaigns are just saying body spray gives you sexual pleasure. The only red flag I would raise on this is that Herbal Essences isn't a "youth brand" and isn't really marketed to teens…And it's just the smell and feeling of Herbal Essences that makes the woman washing her hair feel sensual, whereas with some of the Axe and TAG marketing its about the scent making young women (including their friend's mothers, etc.) sexually attracted and available to the guy.

I have to do my yes, I was a women's studies minor in college and still consider myself a feminist rant about what I see as a disturbing trend in advertising and marketing. I've been critical here before of Unilever/Axe for their online games that literally objectify women, and today I checked out the Paris Hilton ad on the Carl's Jr. site. I'm sure some ad creatives would say this stuff is ironic. It's so over the top that people don't take it seriously. Or better yet, it's smart. Even young women dig Maxim — it's the guide to what is cool for most mainstream coeds and twentysomethings. I think that the people creating this stuff are smart, and possibly ironic, but I worry more about the deeper message to the Maxim generation (especially in what is being targeted at teen guys and younger) as being: "You are essentially stupid, sex starved animals who like cool gear, big screen TVs and women who look like porn stars. Women are there only for you, your needs and desires. Buy this product, wear this deoderant, eat this hamburger and all of your fantasies will be fulfilled."

Am I being a prude? Overreacting? I would love your comments on this, especially from any male readers…

What prompted me to write this post:

Critics Are Saying 'That's Too Hot' of Sexy Carl's Jr. Ad (L.A. Times, reg. required)
Carl's Jr., Hardee's Bring Brands to Life Via Interactive Web sites (Promo)
Carl's Jr. Website

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