The product type can also be problematic. From my understanding, Old Spice commercials are extremely memorable and generate high consumer awareness even to the product, unlike these ads in question, but don't change preferences maybe because product loyalty in the deodorant market is high. I suppose, though, those ads because of their juvenile silliness are attempts to 'aware' new users, such as teenagers (this would also be line with the nature of Axe commercials), it's just not affecting consumer preferences in a tangible manner. I feel like advertising has become what a mid-20th century historical writer (I can't recall his name but he later became a conspiracy nut) wrote about a theory of institutionalization, where the excesses of the institution become the basis of the morphed institution and change its purpose. Advertising and marketing existed solely to increase sales and the means to that end varied but maintained that goal. Obviously, generating buzz and awareness for your commercial would normally be necessary for this end so advertisers developed ways to enhance awareness of the commercial, to the point where we see advertisements for Super Bowl commercials! It's institutionalization. I suppose in some ways though it is like those old soap operas, entire shows that existed only to say, "Brought to you by *****". Maybe these commercials are analogous to those soaps. This would still be an example of the institutionalization I mentioned, though. The thing about institutionalization is that it is always excessive and always a waste of resources.