1. Sexism in Axe Body Spray
Advertisements
By Nancy Zhang
English 101

3. Role of women in the Ad
THE WOMEN ARE WEARING TIGHT CLOTHING AND LOOK
LIKE SUPERMODELS INSTEAD OF SECURITY GUARDS.
T H E Y A R E E A S I LY D I S T R A C T E D B Y T H E M A N ’ S S C E N T

4. Using sex to sell the product
THE SCANNER THAT THE WOMAN IS
HOLDING SYMBOLIZES THE PHALANX,
WHICH MAY SUGGEST THAT THE AD IS
USING SEX TO SELL THEIR PRODUCT.

5. Perceptions of Beauty
AXE IS SUGGESTING THAT IF MEN WEAR
THEIR BODY SPRAY, THEY WILL BE MORE
ATTRACTIVE AND IRRESISTIBLE TO WOMEN.

6. Attractiveness is connected to
Power
THE MAN IS HELD ON A PODIUM WITH THE
WOMEN SLIGHTLY BENDING BENEATH HIM
AXE IS FURTHER SUGGESTING THAT MEN
HAVE MORE POWER OVER WOMEN