AXE poster

 18/10/22 - New AXE peace - MAKE LOVE NOT WAR Poster

There is a mixture of genders in the poster, all of which look like couples or people in a relationship. In about mid 20s as they don't look very old and have some enthusiasm to do demanding or exciting activities. They all look amongst the category of ordinary people just going on dates or doing fun stuff. Viewers are kind of encouraged to be like the people in the advert as the are being kind to each other and having a good time instead of promoting violence. The clothing codes suggest the man has the more soldier-like and manly job whereas the women are wearing beach clothes like swim-suits. Man in an army suit, women in a bikini (sexualised). Everyone in the advert looks happy or having fun which demonstrates the idea of peace and happiness without violence. The recognisable stereotypes are that the women will rest on the man or look lovingly at the man but its not as re-enforced as the men are also doing similar things. One exception in the advert is that there is a women piling sand on the man. Men in the army and women waiting - promotes stereotypes - gender roles.

The settings of the beach add to the reputations and ideology of the advert and support peace and the idea of having a good time. The inclusion of the battleships in the background present the choice between love and war that the soldiers are making and give the idea and repeats the idea of peace and fun over war.

The colour coding used is more bright colours and activities such as pink, bright red, bright blue, fires, green, blue sky, beach, colourful sea to create the mood of peace and positivity. For the most of the characters its a extreme long shot and they are seen in the background to just support the idea and show off more activities, and present the location ad the importance of the location being the beach, and there are 3 main couples which are the first thing the audience will see and draw attention to. The setting can be viewed as unnatural as there is no cloud in the sky and everything seems very calm, and soldiers are wearing army gear on the beach which is not normal. 

The slogan relates to the images as it creates the contrasts between war and love/peace. It creates the imagery that if people use the product being advertised, then the world will look more like in the image. The typography is san-serif as its more formal and bold to spread a message and positioned in the top right which is more out of the way and doesn't draw peoples attention to the product but to add context to the image on the advert. The image as a result dominates over the text as it is bigger and fills the majority of the screen.