Sexism, as defined in Merriam-Webster Dictionary, is used, usually, to discriminate or stereotype women (“Sexism”, 2013). There are various forms of sexism faced by women, most of the times women are discriminated against due to their common roles and lacked of competence. The advertisement, Axe Apollo, suggests that women are opportunists, who mainly judge men based on their occupation, and sex addicts (Griner, 2013).
[1] The Axe’s company paid for the production of this commercial ad, while the producers were Rick Jarjoura and Orlando Wood of Biscuit Filmworks (Bazilian, 2013).
[2] The famous Axe deodorant commercial was created for men, regardless of age, ethnicity, and etc., to buy and use this specific product. As seen in the commercial, women are attracted to men who use Axe, and so this highly suggests that men are the main targets of the ad.
[3] The texts of the ad show the following, white sand beach, women in bikinis and men in trunks, terrifying shark, drowning woman, a good-looking muscular lifeguard, and a man in an astronaut suit. In addition, the product, Axe Apollo deodorant, was seen at the last scene of the commercial advertisement.
[4] Although there were no lines spoken by both woman and the lifeguard, it was evident that the woman was attracted to the lifeguard until a strange astronaut came. The arrival of the astronaut distracted the woman; she immediately ran towards him and left the lifeguard who saved her moments ago. In conclusion, the subtext of the advertisement was shown through the behavior of the woman. The woman chose the astronaut over the lifeguard since according to the ad, “nothing beats an astronaut”. The image of women, as seen in the advertisement, displayed how they tend to act as opportunists. Also, the ad also exhibited how the woman prefers a man-wearing Axe deodorant than the guy who saved her from the petrifying shark. In spite of the fact that both women and men tend to be opportunistic depending on the situation, women are unintentionally stereotyped by the advertisement.
[5] Despite the fact that sexism is somehow not evident nowadays, short and simple commercial advertisement like this still shows how women are discriminated against. If women are stereotype by these simple behaviors, men should also be discriminated against. This common issue of sexism has been accepted as normal in the daily lives of women. If this issue is being ignored, then women would always be subjected to sexism until it becomes a normal part of their life.
[6] The advertisement lacked information, such as the details of the product, which is why it committed the fallacy of incomplete facts. It also committed the fallacy of hasty generalizations, that women are sex addicts, who prefers men who are wearing deodorants like the Axe Apollo, and opportunists. Finally, it also committed the rhetorical fallacy of logos, men should wear Axe Apollo and get a good occupation, and women would surely be attracted to them.
[7] The positive message delivered by the ad is for men to be confident, with the help of Axe deodorant, and the negative message was how women were portrayed in the advertisement. Thus, women are, misunderstood as, opportunists, that’s why men should wear Axe Apollo.
[8] As stated a while ago, the advertisement is meant to attract men consumers. Wearing Axe Apollo would help them boost their confidence and attract women. As a result, men will be empowered. Meanwhile, the objectification of women disempowers them, since they are thought to be hypocrite and judgmental. As for the media, media would always associate women as subjects of sexism.
[9] The advertisement ended in the scene where the woman ran towards the astronaut who just came. In my opinion, the untold story was how and why an astronaut suddenly appeared in that situation, what is the logical and symbolical explanation behind that? Why an astronaut? Perhaps, this information can be obtained from the creative team of BBH agency.
[10] This particular advertisement failed to display simple facts or information of the product itself. It also, unintentionally or not, objectifies the role and the behavior of women. If women are illustrated to be shallow over simple judgments, then men should wear Axe deodorant to attract them. This idea does not make any sense at all, and in fact the whole advertisement is incomprehensible. Consequently, I find the advertisement lacking and ineffective.
written by: Austin Javier
[1] The Axe’s company paid for the production of this commercial ad, while the producers were Rick Jarjoura and Orlando Wood of Biscuit Filmworks (Bazilian, 2013).
[2] The famous Axe deodorant commercial was created for men, regardless of age, ethnicity, and etc., to buy and use this specific product. As seen in the commercial, women are attracted to men who use Axe, and so this highly suggests that men are the main targets of the ad.
[3] The texts of the ad show the following, white sand beach, women in bikinis and men in trunks, terrifying shark, drowning woman, a good-looking muscular lifeguard, and a man in an astronaut suit. In addition, the product, Axe Apollo deodorant, was seen at the last scene of the commercial advertisement.
[4] Although there were no lines spoken by both woman and the lifeguard, it was evident that the woman was attracted to the lifeguard until a strange astronaut came. The arrival of the astronaut distracted the woman; she immediately ran towards him and left the lifeguard who saved her moments ago. In conclusion, the subtext of the advertisement was shown through the behavior of the woman. The woman chose the astronaut over the lifeguard since according to the ad, “nothing beats an astronaut”. The image of women, as seen in the advertisement, displayed how they tend to act as opportunists. Also, the ad also exhibited how the woman prefers a man-wearing Axe deodorant than the guy who saved her from the petrifying shark. In spite of the fact that both women and men tend to be opportunistic depending on the situation, women are unintentionally stereotyped by the advertisement.
[5] Despite the fact that sexism is somehow not evident nowadays, short and simple commercial advertisement like this still shows how women are discriminated against. If women are stereotype by these simple behaviors, men should also be discriminated against. This common issue of sexism has been accepted as normal in the daily lives of women. If this issue is being ignored, then women would always be subjected to sexism until it becomes a normal part of their life.
[6] The advertisement lacked information, such as the details of the product, which is why it committed the fallacy of incomplete facts. It also committed the fallacy of hasty generalizations, that women are sex addicts, who prefers men who are wearing deodorants like the Axe Apollo, and opportunists. Finally, it also committed the rhetorical fallacy of logos, men should wear Axe Apollo and get a good occupation, and women would surely be attracted to them.
[7] The positive message delivered by the ad is for men to be confident, with the help of Axe deodorant, and the negative message was how women were portrayed in the advertisement. Thus, women are, misunderstood as, opportunists, that’s why men should wear Axe Apollo.
[8] As stated a while ago, the advertisement is meant to attract men consumers. Wearing Axe Apollo would help them boost their confidence and attract women. As a result, men will be empowered. Meanwhile, the objectification of women disempowers them, since they are thought to be hypocrite and judgmental. As for the media, media would always associate women as subjects of sexism.
[9] The advertisement ended in the scene where the woman ran towards the astronaut who just came. In my opinion, the untold story was how and why an astronaut suddenly appeared in that situation, what is the logical and symbolical explanation behind that? Why an astronaut? Perhaps, this information can be obtained from the creative team of BBH agency.
[10] This particular advertisement failed to display simple facts or information of the product itself. It also, unintentionally or not, objectifies the role and the behavior of women. If women are illustrated to be shallow over simple judgments, then men should wear Axe deodorant to attract them. This idea does not make any sense at all, and in fact the whole advertisement is incomprehensible. Consequently, I find the advertisement lacking and ineffective.
written by: Austin Javier
Sources:
Bazilian, E. (2013, January 11). Ad of the Day: Axe Wants to Send You to Space | Adweek. Retrieved February 12, 2014, from http://www.adweek.com/news/advertising-branding/ad-day-axe-146459
Giner, D. (2013, December 17). The 10 Most Sexist Ads of 2013 | Adweek. Retrieved February 12, 2014, from http://www.adweek.com/adfreak/10-most-sexist-ads-2013-154550#axe-says-women-will-drop-anyone-astronaut-8
Sexism - Definition and More from the Free Merriam-Webster Dictionary. (n.d.). In Dictionary and Thesaurus - Merriam-Webster Online. Retrieved February 12, 2014, from http://i.word.com/idictionary/sexism
TV ad: Axe: Lifeguard. (n.d.). Retrieved February 12, 2014, from http://www.bestadsontv.com/ad/50174/Axe-Lifeguard
Giner, D. (2013, December 17). The 10 Most Sexist Ads of 2013 | Adweek. Retrieved February 12, 2014, from http://www.adweek.com/adfreak/10-most-sexist-ads-2013-154550#axe-says-women-will-drop-anyone-astronaut-8
Sexism - Definition and More from the Free Merriam-Webster Dictionary. (n.d.). In Dictionary and Thesaurus - Merriam-Webster Online. Retrieved February 12, 2014, from http://i.word.com/idictionary/sexism
TV ad: Axe: Lifeguard. (n.d.). Retrieved February 12, 2014, from http://www.bestadsontv.com/ad/50174/Axe-Lifeguard