This ad is an axe ad. Axe is a company that makes shampoo's, deodorant, and cologne. This advertisement's direct message is that with axe's spray, it will make females more attracted to you. in the picture, he is half fat and half normal. That is because of the axe. The indirect message is that fat people are not really welcome or wanted by woman but that is not true. Some girls like fat people. Another message is that fat people cant really do much as in men dont want to be fat. They want to be muscular, but that is true.