Looking at this advertisement, I think the message and the target demographic is clear. I do not feel the need to explain the pencil and sharpener metaphor, as this class is perceptive enough to figure that out. Unilever is making an attempt to win over the many adolescents who seek to have better luck in their pursuit of action. At this stage of growing up teenage boys are led to believe that one's self worth is based on having multiple sexual experiences. This plays to their insecurity around girls by giving them the impression that AXE is all they need to win them over. Besides targeting this demographic, Unilever is giving them new impressions of women. Through these advertisements, women are portrayed as suddenly becoming hypersexualized right when they smell cheap scents in the vicinity. So with the AXE effect there is a double edged effect: girls are portrayed as easy and boys are led to believe that sexual relations are based on superficial things.
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