Representation Analysis
November 11, 2019
The way people and groups are represented in the media we consume can and does influence the way we see those groups in the real world. In today's post, we will be analyzing one negative and one positive example of representation in media.
The way people and groups are represented in the media we consume can and does influence the way we see those groups in the real world. In today's post, we will be analyzing one negative and one positive example of representation in media.
Example #1: Axe Body Spray
In this advertisement, hordes of women in bikinis are shown charging over land and sea to reach a man spraying himself with Axe Body Spray. The women, scantily clad and acting like animals, are dehumanized and treated more like objects than people. It can also be argued that the commercial creates false expectations for male customers who may be tricked into believing that using Axe Body Spray will result in them being swarmed by attractive women who are suddenly attracted to them. All in all, this a pretty egregious example of negative representation, and probably one of the most sexist pieces of advertising I've ever seen.
Example #2: H&M
In this advertisement, a multitude of people of various genders, races, ethnicity, social class, religions, ages, and physical able-bodiedness are shown wearing different outfits which go against the typical norms of fashion, as is reinforced by the narrator telling viewers to defy these norms. All the people in the commercial, regardless of their background, are acting like normal people instead of playing into the typical stereotypes for their groups. This fits in quite well with the secondary message of the advertisement, which is essentially "just wear whatever you want," with the primary message being to recycle any unwanted clothes at H&M stores. Audiences will probably feel more open to and accepting of other people who they would not typically associate with. It will also likely make members of the represented groups feel more included and compelled to shop for clothes at H&M.
Check back every once in a while to see what I'll talk about next time!
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