The Axe Ads Analysis
The concept of an ideology can be described in many ways. It can be defined as a systematic body of ideas enunciated by a group of individuals, suggesting absolute concealment of a text, aimed at drawing attention to the way texts present a particular image of the world. It is the lens through which an individual sees the world comprising individual values, beliefs, assumptions, and expectations. Advertisement often refers to disseminating information about an idea, a product, or a service to trigger an action as intended by the advertiser. It provides an excellent opportunity to apply the concept of ideology (Josh). It produces unintended meaning that an observer may or may not pick. Ads are used to draw attention to a particular image of the world, such as discrimination, sexualizing women, and depicting gender roles in society.
Advertisers have currently taken over the world from social media, print media, magazines, newspapers, televisions, and radios. People often encounter several kinds of ads in every corner, some informative while others are amusing depending on the type of product and the audience intended. Ads are used to create awareness and attract and appeal to the targeted audience. For instance, Axe makes grooming products. Their ads are mostly steamy since their primary purpose is to appeal to that segment of consumers who like sensational products.
The above image is taken from one of the Axe ads. Looking closely is the picture presumably a couple walking down the subway. To their right is a window display of female clothes. One of the windows displays a mannequin laced lingerie. Outside the window is the male’s lower body part standing still while starring at the lingerie while the upper part is holding the girlfriend as they walk away. On the right bottom side is a text of the ad that reads “part good, part bad. That’s man’s essence.”
The Axe ad targets men. The message embedded in the ad seems to be that the Axe Essence body spray gives men the power to attract erotic women in lingerie, thus making men have the strong sexual desire for those sexy women over their ordinary wives or girlfriends. Having the ability to attract sexy women using the Axe Essence body spray will make men feel better self-image, relationship, and success. This ad’s ideological analysis reveals the unintentional message entrenched in the advertisement, the sexualization of women (Josh). This is achieved by emphasizing the extreme sexuality of women and the ways they attract men. As demonstrated by the ad, the male’s lower body is left behind admiring the red lingerie implying that men prefer sexy and erotic, and revealing women compared to the ordinary ones who casually dress. Moreover, the ad portrays women as sex toys bringing forth the negative connotation of women in society.
The Axe ad also engages with gender stereotypes of men. The ad depicts men’s desire for women’s bodies by displaying men’s lower part left behind. The text at the bottom right also portrays men as sexist, which discriminates an individual based on gender ingrained on men’s minds. To some extent, it shows that men use their private parts to think (Josh). Based on the ad, it is a man’s lower body. It is left behind, suggesting that men sexualize women and sees them as sex objects to quench their desires. Moreover, it shows that men are incapable of controlling their appetite for women. Using this logic, the ad depicts men not having the capacity to be respected among friends, colleagues, or even strangers – that they need an actual product to resolve the moral behavioral problem that they face with women, which is untrue (Zeilinger).
The use of the words “part good, part bad, that’s a man’s essence” while showing women’s lingerie clearly shows the idea that women are equated to their sexual appeal sending a damaging message to any man. The ad targets men who are still forming their beliefs on how they should view women aside from societal norms. In a patriarchal society, women undergo fragmentation through their identification with their appearances. Their kind is entirely judged by their bodies, something that is regarded as a human rather than an individual’s personality or mind. Further, women are being objectified; that is, her body is separated from her character, and the body is thought of as a representation of the woman. This, therefore, makes women smaller, weaker, and less powerful.
In conclusion, women’s appearances constitute a crisis to men as they destroy them from every corner, causing them a trip and even questioning their masculinity. However, it is absurd to think that women are responsible for men’s inability to control themselves. To some extent, the Axe ad brings the idea that they need a product to develop women’s outstanding society views. However, instead of making ads and products that insult both men and women, they should learn from other successful companies that sell their products without relying on the outdated ideas of gender.