http://www.youtube.com/watch?v=syqCMLa1sr0
"The AXE Effect" is probably one of the most stereotypical commercial that advertisers use for men's hygienic product. This commercial features a group of women gathering together from every corner of the world, running towards a man who had sprayed on AXE deodorant. Before reaching the man, the women had to first overcome different obstacles, like running through a forest, a desert, and swim across the ocean before reaching then man. The women were wearing bikinis and it is obvious that they are competing between one another to fight for the spot for getting the man first.
In the text, Having it his way: the construct of masculinity in fast-food TV advertising, Carrie Packwood Freeman and Debra Merskin viewed women as being animalized in fast food commercials directed towards men. In this commercial, women were running through the wild like savages, animals hunting for this one man. This scene is a pretty degrading scene; women are sexualized, wearing bikinis and notice how the camera is focused on female body parts.
Freeman and Merskin also said that the themes found in fast-food ads are "to seek freedom from personal and social constraints," and to "remain loyal to the (heterosexual) male group." This commercial is using the same technique as many other fast-food commercials. Take Burger King's commercial Hootie ad as an example. The commercial took place in a male fantasyland where a guy can get whatever he wants, including "sexually available females." This is exactly what this AXE commercial is trying to show; as long as men use this AXE deodorant, he will be able to attract as much women as he wants. This commercial is also limiting the possibilities, and reinforcing the social norms of men being masculine by being heterosexual.
To me, this was a disturbing commercial. Women are still being portrayed as mindless sex creatures that are made to fulfill men's desires instead of being smart, intellectual, and people with opinions. This also shows how men are suppose to be the one with authority, where women are on the submissive side. It shows that the man who used this deodorant has the power to choose any woman he wants, or women in this instant; leaving the women powerless, and no choice.
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