Gender Norms In Axe's Advertising

940 Words 4 Pages
Gender norms are a set of rules about how each gender should behave. Woman should be fragile and need to be cared for, they should cook and clean, and know how to do other chores around the house. Men should be working in physically demanding jobs, making lots of money and going home to eat what their wives made for them. Woman were commonly referred to as “trophy wives” and the imagery that comes along with that title is a girl in a dress and high heels. Spending her days at home making everything just right and perfect for her breadwinner husband to come home. These “rules” have obviously undergone lots of change in the past years but they are still a basis for how most people operate. Gender norms have a huge impact on the media, they are …show more content…
The man turns into chocolate and walks down the street, you see a girl reading a book stop to bask in his chocolatey scent. He then proceeds to break off a piece of his body and sprinkle it over two girls ice cream cones, who begin to lick the ice cream seductively. Throughout the commercial you see the chocolate man getting lots of female attention at a bar, being licked by two women at once in a movie theater and having a woman take a bite out of his behind. They end the commercial with a group of woman in the gym flocking to the windows and pressing their bodies against is as he walks …show more content…
Obviously a kid witnessing these advertisements is going to get the idea in their head that these products make you irresistible. For a young girl watching the Axe advertisements they will notice how the woman look and the fact that they are flocking to men. The young boys will take note on the actual product thinking that if they have it all the girls will love them. It is always appealing to anyone of any gender to be attractive and irresistible and if a body spray can make that happen you are going to want to try

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