Representation Analysis

Representation can be defined as the act of portraying certain groups of individuals in a certain way. The use of characterizing specific groups can leave positive and negative effects on viewers and their society. In media productions, the utilization of representation is vital to the viewer's eyes.

Axe Body Spray Commercial- 

In Axe's commercial, women are portrayed as savages and beasts rummaging for men in the wild. The majority of females appear to be white, youthful, and with the typical model physic, creating one beauty standard for women that is sexualizing. The women running in loose fitted bikinis appeal to men creating the "male gaze." The setting of this commercial depicts women running in a wild forest, which contributes to their dehumanization as if they were animals. The fact that all women are competing for this ideal man conveys to viewers that their main focus and existence is to find him. The facial expression on the women's faces displays how they crave his scent, which communicates to the audience the central idea of female dependency on men. At the end of the ad, the quote that is revealed reads, "Spray More Get More- The Axe Effect." This phrase encourages men to believe that using this cologne will entice women in order to satisfy their sexual desires. The effects that this commercial has on audiences leads them to conclude that women are animalistic beings who act instinctual for mens pleasure. 

Tide Laundry Detergent Commercial-

In this commercial, a mother is complaining about her daughter's lack of femininity. The high class suburban mother is a symbol for the stereotypical female from the sixties. There is a large contrast between the mother's pink, girly aesthetic and the daughters camouflaged sweater. The daughter is pictured playing with blocks instead of dolls, which resembles typical "tomboy" traits. The mom wishes to project her traditional feminine norms onto her daughter, which is apparent when she says "We tried the whole pink thing." The mother is disappointed when she finds out that Tide removed the stains from her daughter's hoodies, because the hoodies represent her boyish attributes. This commercial appeals to mother's who are set in their ways, and do not particularly approve of venturing out of social standards. The generalization of a specific gender in this ad does not effectively communicate to individuals who are more accepting to different gender expressions.