The new Axe campaign is very interesting to me. The images have a distinctly ’40s and 50’s flare. In particular, please note the uniform and dress of the lady and soldier in the scene with the tank. I am very interested in pop-culture as a mirror or even perhaps an engine of society. I know it’s just deodorant, but the way in which pop-culture advertising attempts to entice people in to buying things is just an exercise in rhetoric: the art of knowing your audience. As such, it often shows people as they hope to be. In guessing their hopes, advertising rides the edge between who people think they are now and who they think they want to be in the future.