Why Be A Jerk When You Can Be Fashionable? - Representation Analysis

 Why Be A Jerk When You Can Be Fashionable?

      In the media, how likely are you to be represented? Here's a test! Simply put a finger down if you belong to one of the following categories:

-The LGBTQ community.

…Just kidding. There's no gay people in the media!

    

    Okay, but all jokes aside, representation is an important matter in any form of publishing. The way people of different backgrounds, races, genders, or sexualities are depicted varies from each media corporation, but one thing is for sure: we don't have enough diversity to begin with. I watched two advertisements, one for the infamous shower-in-a-can, Axe Body Spray, and another for the H&M clothing line. One of them gave me hopes for the human race, while the other made me wish for its annihilation.

    The first advertisement I watched was the one for Axe Body Spray, and may I say, I felt absolutely violated. In the beginning, a woman in a bikini runs in a forest, in search of something in particular. She makes almost animalistic expressions, as if she is a predator in search of prey. Then, rather cinematically, a swarm of hundreds of women in bikinis follow her to where she is going. It is important to note that there is very few women of color displayed in the sequence, and absolutely zero diversity in body type. The pack of women proceed to rush their way over to a man at a beach spraying Axe Body Spray all over himself.

But why would we film hundreds of skinny, big-breasted, undressed women? Because we are appealing to the ✨male fantasy✨.

    The Axe Body Spray advertisement paints women as savage, stupid creatures who would desperately fight one another for a chance with a scrawny, white male. The female body type shown is one that is difficult to obtain, and leaves out people of color as if they are not the ideal. The commercial teaches young girls and boys (come on, have you ever met an adult man who owns Axe Body Spray?) that these women are what is desirable, and what is desirable is also incredibly stupid. It is also pushed that women are attracted to this product.

The scrawny protagonist bathes himself in Axe Body Spray, surrounded by thousands of women.

    After watching the Axe Body Spray ad, I managed to persevere and watch a second commercial, and I was pleasantly surprised. The H&M commercial is exactly what I wished to see.

    

    The ad is the exact opposite of the former: it brings people of color, those of different sexualities, and even handicapped individuals into the picture. The overall point of the commercial is to tell viewers that they can freely express themselves, no matter who they are, as long as they recycle their clothing. 

    

    In contrast to the Axe Body Spray ad, there are different body types displayed in the video, as well as different ages. Women and men (and those in between/neither) alike are painted as confident individuals, rather than savages who will kill one another over a scent.

There are various body types displayed in the H&M video.