Congratulations to Axe for going beyond the common method of sex-appeal borrowed interest to tell a story. Our hero makes repeated and even "historic" efforts to succeed. Then the commercial pulls the rug out from under the audience when the brand becomes the hero.
My students recognize this as an example of the Theory of Trying, Attitude Toward the Ad, and the Reward Theory of Communication. Might even be an argument for "excitation transfer."
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