In the Tide commercial, there is a woman and her daughter shown in a house, implying they are probably part of the middle class, representing a large amount of the population. The mother says she “tried the whole pink thing”, which is a stereotypical gender role characteristic, but her daughter prefers to wear hoodies and cargo shorts. The daughter represents all those girls and boys out there who do not assimilate to what society has set up for them as their gender role. She implies that she wishes her daughter’s clothes would’ve been ruined because she did not want her daughter wearing those “boyish” clothes. When an audience is faced with this, it makes them believe that not conforming to a gender role would be “odd” and “incorrect”; they would think that it is not good for a female to wear what is typically seen as male’s clothing.
In the Axe commercial, there are hundreds of attractive women depicted in bikinis, and running like animals. They are being sexualized. They are running through the forests and the ocean like wild animals, depicting women as savages and desperate, towards the man spraying Axe perfume on himself. The women are also all fit and skinny, which only represents a small percentage of women, it is unrealistic.This depicts a sense of “machismo” for the man, as if all women desired to be with a man who wore that perfume. A possible effect on the audience of this is that men would think that wearing this perfume would make them attractive and objectifies women as simply things a man must attract and achieve.
Both of these commercials underrepresent different ethnicities, older people, or even mental disorders. They are both composed of only one race, which is the whites. Axe misrepresents women’s physique as well as the common man’s, and the Tide commercial does not represent people who may not assimilate to their gender role, such as people part of the LGBTQ+ community.
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