In the advertising world today deodorant companies always seem to choose the exaggeration route. Every television advertisement shows an exaggerated example of how well their product works at stopping people from sweating. One of my favorites come from Axe, where they goes as far as showing a guy whose sweating it so bad, whenever he lifts his arms up sweat shoots out everywhere. Finally, in the end of the advertisement once the Axe product is used the perspiration stops immedietly.
My second example comes from Degree Sport. Their use of the well known survivalist Bear Grylls is very smart, because of his rugged and daring attitude. However, their commercial suggests that no matter how long or how hard you run, when you lift up your shirt there will be no sweat stains. This makes the other competitor look bad and simply is not true.
The deodorant companies are very smart in exaggerating everything about there products it’s just how far they will go to prove it can stop the worst sweating problems.
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