I think there are a couple of advertising techniques being used in this ad. First there is the “bandwagon” technique. This technique uses the idea that everyone wants to be on the winning side and be like the rest of the crowd, that is, be popular. By using the deodorant, the girl will be jumping on the bandwagon, becoming like everyone else (no body odor) and becoming popular. You see this a lot with clothing ads.
Another technique that seems to be used is the idea of simple solutions. Relationships between boyfriend and girlfriend are complex things. Here, the solution to any boyfriend/girlfriend problems is simple--smelling good by using the advertised deodorant. Make-up ads are good at this, too. Use a certain kind of make-up and all your problems will be solved because you will look good.
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