Beginning in the mid-1900s, advertising began to play an important role in how we, as a society, decide what to buy. Some ads try to sell you products, while others try to convince you to abandon supposedly harmful supplements. But, regardless of the intent of a particular ad, they all apply a similar tactic to attract a specific audience. Showing resistance to these advertisements proves difficult, particularly when Aristotle's three basic rhetorical appeals are used: pathos, logos, ethos. Tag body spray and Ax body spray brands are two different companies trying to appeal to the same type of audience, young males, from their teens to twenties. However, even though they both attempt to appeal to similar audiences, the Ax brand does a better job of appealing to its audience thanks to the ethos of Adolf Hitler. Tag and Ax both apply the same tactic to attract their male audience. Using women as the focal point of their advertising; they immediately attract the attention of hundreds of men. These two companies execute this simple maneuver by depicting the male in their advertisements, completely enveloped and enmeshed by swarms of women. Often, the male is shown in a dominant and domineering position, while the more submissive female, or the woman is shown dominant and the male is depicted as helpless against the woman's seductive ability. What this does to the advertisement is make it more noticeable, catching people's attention, giving them the idea that by purchasing this product they could potentially be as successful as the man happily shown in the image. However, not all audiences are attracted to these ads. Indeed, despite the seemingly flawless representation of men and women in Tag and Ax advertisements, ... middle of paper ... they do not limit the sale of their brand strictly to an American cause; It is for this reason that they are able to attract a wider range of audiences around the world. However, by using Hitler in their advertising, while they may have gained more attention than their competitor (Tag), they may also have alienated some users of their brand who are not particularly fond of Hitler. Tag, however, follows the same tactic of showing a helpless man surrounded by overly aggressive women. This is what makes this ad less attractive. In Axe's ad, they decided to go a step further in showing how much you should have their product, which is obviously using someone's ethics. While Tag does not and fails to attract newcomers to its brand. This small difference between the two is why I say the Ax brand does a better job of appealing to its audience.