Analysis of Advertisement

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I recently came across an interesting “Axe” advertisement (see attached image). Pictured in the ad is an assumed couple walking down a sidewalk with window displays to their right. In one of these window displays, the man’s lower body is staring at a female mannequin laced in lingerie, while his upper half continues walking with his girlfriend. The text in the bottom right corner of the ad reads: “Part Good. Part Bad. That’s Man’s Essence.” The intended message of the ad appears to be that if men use Axe Essence body spray, they will attract sexy women in lingerie, and will lust for those women over their ordinary girlfriends. By being able to attract such beautiful women by using the Axe Essence body spray, men will feel better about their self image, have better relationships, appear to be more successful in life, and therefore be more happy and content. An ideological analysis of this advertisement reveals that there are unintentional cultural messages embedded throughout the ad, one such being the sexualization of women. This Axe advertisement shows the sexualization of women by emphasizing the extreme sexuality of women and how it attracts all men. As seen in the ad, the lower half of the man’s body is caught behind, staring at the mannequin dressed in red lingerie. The scene here suggests that men desire kinky, sexually appealing women, as compared to ordinary, casually dressed women. The lust this man’s lower half is displaying towards the mannequin in red lingerie shows that women are viewed as sex objects in society’s cultural norm, which in turn places a negative connotation on women. The Axe advertisement also engages gender stereotypes for men as well. By its display of the man’s lower half staring at the mannequin in red lingerie, the ad shows that all men desire sex. The text in the bottom right corner even reads: “Part Good. Part Bad. That’s Man’s

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