Teacher’s Summary
This essay explores how AXE commercials in Mexico construct and reinforce gender stereotypes, focusing on masculinity and femininity. The research involved focus groups with Mexican men, women, and international students, analyzing how these commercials are perceived. It highlights the use of gender stereotypes, such as men gaining attractiveness through product use and women being portrayed as sexually available. The essay concludes with a reflection on the importance of media literacy in understanding and challenging these ingrained stereotypes.
Grade: B+
The AXE Effect: Masculinity and Femininity in Television Advertising
Introduction
As a bilingual college student majoring in sociology and media studies, I’ve always been fascinated by how advertising shapes our perceptions of gender roles. The AXE deodorant TV campaign has become a cultural phenomenon among young people, making it an intriguing subject for analysis. In this essay, I’ll explore how AXE commercials in Mexico construct notions of masculinity and femininity, and how consumers interpret these messages.
Methodology
To investigate this topic, I conducted focus groups with three distinct demographics:
- Mexican men
- Mexican women
- International students (from Australia, Spain, Sweden, and Germany)
We analyzed 15 AXE commercials from Mexico, Belgium, Argentina, and the United States, discussing how they portrayed gender roles and cultural differences.
Theoretical Framework
The Circuit of Culture
This study draws on Paul du Gay’s circuit of culture, focusing primarily on the moments of consumption and production. We’ll examine how AXE’s advertising creates representations that influence identity formation among viewers.
Stereotypes and Sexism
We’ll explore how AXE commercials utilize and reinforce gender stereotypes, considering both hostile and benevolent forms of sexism as defined by Glick and Fiske.
Findings
Construction of Masculinity
AXE commercials typically portray the male protagonist as an average guy who becomes irresistible to women simply by using the product. Interestingly, this portrayal often depicts men as lacking self-esteem or being below average in appearance. As one focus group participant noted, “It doesn’t matter if he’s ugly, short, or whatever – as long as he smells like AXE, he’s got it made.”
Construction of Femininity
In stark contrast, women in AXE commercials are consistently portrayed as physically attractive and sexually available. They’re often depicted as unable to control themselves around men wearing AXE. A female participant observed, “They only show tall, thin women with light eyes – beautiful, voluptuous women who create fantasies for men.”
Cultural Differences
Our international focus group highlighted significant cultural differences in how these commercials are perceived. They noted that Mexican society tends to be more conservative and machista, with religious influences playing a role in what’s considered acceptable in advertising.
Interpretation and Consumer Response
Mexican viewers, both male and female, recognized the sexist elements in the commercials. However, men were less likely to critique the portrayal of women, while women were more vocal about feeling objectified.
One male participant said, “I think it plays into Mexican culture. Some guys might think, ‘I’m not going to use AXE if it attracts men too,’ because there’s a lot of machismo here.”
A female participant countered, “It’s very sexist because it shows women as sexual objects who don’t think or reason. They’re just led by the smell of the deodorant and don’t realize the guy is unattractive.”
Conclusion: A Personal Reflection
As I’ve delved into this research, I’ve been struck by how deeply ingrained gender stereotypes are in our society, even among my generation. Growing up in a bilingual, bicultural environment, I’ve always been fascinated by how cultural differences shape our perceptions of gender roles.
Analyzing these AXE commercials has made me more aware of the subtle (and not-so-subtle) ways advertising reinforces traditional gender norms. It’s concerning to see how easily we can internalize these messages without questioning them.
This project has also highlighted the importance of media literacy. As a young adult navigating a world saturated with advertising, I’ve realized how crucial it is to critically analyze the messages we’re bombarded with daily.
Moving forward, I hope to continue exploring these themes in my studies and perhaps even in my future career. Understanding how media shapes our perceptions of gender is the first step towards creating more equitable representations in advertising and beyond.
References:
- Glick, P., & Fiske, S. T. (1996). The Ambivalent Sexism Inventory: Differentiating Hostile and Benevolent Sexism. Journal of Personality and Social Psychology, 70(3), 491-512.
- du Gay, P., Hall, S., Janes, L., Mackay, H., & Negus, K. (1997). Doing Cultural Studies: The Story of the Sony Walkman. London: SAGE Publications.
- Royo-Vela, M., & Pérez-Curiel, C. (2006). A Cross-Cultural Analysis of Advertising from the Perspective of Gender Differences in Europe. Journal of Business Research, 59(10-11), 1211-1221.
- “AXE Effect Commercials.” AXE Official YouTube Channel. Accessed August 2024. YouTube
- “Gender and Advertising: A Comparative Analysis of the Representation of Women in AXE Commercials.” Research Gate. Accessed August 2024. Research Gate