Commercials can be annoying, boring and keep talking about things that some people may not care about. However, some have good intentions and messages like the Ax Peace commercial from the Ax company. Ax is a company that produces men's shower gels, body sprays, deodorants and hair care products. Ax recently launched a new product called Ax Peace, which is exactly what they are trying to promote by inventing this product, Peace. The ad shows many different war situations where they end up not being what they seem. Now we come to the question at hand: Is this advertising effective in making potential customers feel something about the product and purchase it in the future? The Ax company and commercials have always succeeded in convincing customers to purchase their products. This is because they touch on all different aspects of life such as war and women. Ax Peace is a commercial that shows many different points of view. Whether these opinions come from women, men, soldiers or the dictator. The directors were smart here as it shows the emotions and points of view of each of the characters in the commercial. It starts by showing different war scenarios that the United States has gone through, first it shows the Middle East dictator carrying in a briefcase that appears to be highly dangerous, the WWII Panzer tank rolling over a doll's head, the North Korean leader greets his soldiers and finally the helicopters arrive and storm Vietnam. The dictator opens the briefcase and reveals buttons that could be used to control the missiles, then a Vietnamese woman heads towards a helicopter and the American soldier runs towards her with an M-16 rifle. Now, here's where... in the middle of the card... by wearing Ax Peace a person gains the confidence to go above and beyond for those they love, and to be bold and go against what society thinks and wants them to. Pathos is tied to the emotional side of the audience by using military situations and showing that in difficult times, the people a person loves should come first. Ethics wasn't a huge factor in effectiveness, but it showed that Ax is a very powerful company that has a huge market to sell to. This can be a highly emotional topic that draws the viewer in and makes them feel like they need to have it. Because of this, Ax will earn even more from this product and even more in the future with different products. Overall, this commercial is very effective and Ax did a great job. Works cited "AXE PEACE | Make Love, Not War (Official: 60)." YouTube. Np, nd Web. April 15. 2014.