Representation Analysis

 Representation is the way media chooses to portray reality or aspects of reality such as people, communities, gender, sexuality, and events. The media creator has a particular ideological perspective on these topics that can affect the audience in a positive or negative manner. 

The first advertisement I analyzed was the Axe Body Spray commercial. In this ad, there is a group of women that are voraciously running after the man that is spraying himself with the body spray. There is almost no variety in regards to race among the women, they all appear to be young white women. Also, they all have the same body type, the typical slim model body. They are all wearing bikinis, revealing almost their entire body in hopes of making them seem more seductive. This sexualizes women and portrays them as a sex symbol. It is dehumanizing them, depicting them to be nothing more than savages that are wild for men. As seen in the image on the right, the man appears in the center as the women come running towards him as a result of the Axe Body Spray. 

Towards the end of the advertisement, their slogan stating, "Spray More- Get More- The Axe Effect" contributes to the idea that women are only for their sexual needs, and are no more than objects that they can collect. Their target audience is mainly straight white men, so displaying this group of young women running after the male as he is spraying himself will attract more young men to buy the product. This is detrimental to society because it negatively impacts females in numerous ways. There is no diversity in the group of women, this raises expectations of how they should look and what specific physical traits they should possess. The portrayal of hungry savages that cannot control their desire for men can be seen in the closeup shots of their faces, expressing a desperate and eager look. This contributes to the message that women find men easily irresistible just by the cologne they are wearing. By watching this commercial, men will perceive women as sexual objects that they can acquire because they are meant to fulfill their sexual needs.

The second advertisement is the H&M "Close the Loop" commercial. Unlike the previous advertisement, H&M includes diversity in terms of race/ethnicity, body types, ages, religions, sexualities, and gender. This ad breaks stereotypes that can be seen in society, while also promoting a positive message about the environment, fashion, and wearing whatever one desires to wear. It differs from other fashion advertisements because it is not promoting the brand's clothes, but rather asking for the audience to donate their unused clothes to the various stores that exist. There isn't one specific style or fashion exhibited during it because they are trying to exhibit that no matter who the person is, they should wear what makes them comfortable and content, even if it goes against what society expects them to wear.