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At $85 million in the period, body sprays are Axe's best sellers, but sales grew just 2%. Axe's other products grew faster ? liquid soaps, for example, grew 36% to $44 million ("Axe Ads Turn Up the Promise").
The company's target market, by their own admission, is 15 to 29 years old.
Emily Cozart reports about another scenario dealing with a magazine for teenage girls:
A majority of the ads deal with beauty and fashion...
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In fact, out of all the ads in Seventeen, only 14 did not advertise for beauty and fashion products. Even in those ads that did not promote beauty and fashion products, there were still images of acceptable body types, acceptable clothes and acceptable behavior (The Socialization Effects").
Although these are just a few examples, they seem to represent the standard for advertisements...
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