Introduction The AXE Company manufactures and sells men beauty products. In the business, AXE Company faces competition and aim at winning customers. Consequently, it invests in advertising their products thoroughly. It aims at using appropriate methods that capture the interest of the clients (Burges, 1997). Currently, it advertises through sexual appeal. It improvises adverts that create visual polarization on women or men. Consequently, people develop interest on the advert and understand about the product simultaneously. However, researchers suggest that the concept has two parallel impacts that depend on gender. They argue that men direct their attention to sexual adverts more than women. In fact, they suggest that women avoid looking at the adverts and regard them as inappropriate (Nicosia, 1974). As a result, many adverts that use sexual appeal target the males. An example of a product that the AXE Company advertises using sexual appeal is the AXE deodorant. AXE deodorant is a product that has been developed for men. When men apply AXE deodorant on their body, they create affection that attracts women. In addition, it raises the confidence of men by fighting bad scent arising from sweat. In this study, we shall evaluate various AXE deodorant adverts that are sexually oriented. Advert 1 The picture above advertises the effect of AXE deodorant. It seeks to portray the effect of AXE deodorant visually. The strength of the advert is creation of curiosity. It provokes the mind tempting a person to understand what it suggests. However, the advert does not show a clear link between the AXE effect and the cloths. Consequently, the people might relate the deodorant with washing detergents. This implies that the advert should include the images of human beings helping observers to understand the advert. In addition, the advert should provide a linkage between the clothes and the AXE deodorant effect avoiding diverse perceptions. Therefore, the advert is not suitable for the modern world. Advert 2 This advert contains sexual words which provokes the mind of the observers. The message targets men and shows a clear sexual incitement. The message portrays a clear sexual provocation. It forms a good link with the product as compared to the first advert. However, the advert does not create an effective visual provocation. Although the advert should induce a visual polarization, an observer will not experience it unless they read the words. Therefore, the presence of images reduces its effectiveness. Advert 3 This advert is more developed than the previous ones. It comprises an image of a girl who looks disrupted and hunting for hares. They seem to have been attracted to her. In addition, it incorporates a written message that creates a link between the product and creating attraction. Moreover, the lady has worn inner wears that creates sexual provocation of the opposite sex that taps their attention. Since the advert targets men, the lady’s image is very crucial. However, the advert does not portray the intended relationship. It is difficult for an observer to notice that AXE is used in attracting ladies rather than the hares. In fact, a person who finds AXE for the first time would