Representation analysis

     Representation in media is an important subject to tackle, as it can have long lasting effects on an audience and society as a whole. Here, I will be doing an analysis of the representation within two advertisements, and sharing how that representation could impact viewers.

1. Axe

First, lets go over what we see represented in this commercial:

•     One heterosexual white man
•     Dozens upon dozens of heterosexual women in bikinis, all fitting the prominent standard of beauty both in body type and face, although with ~varying skin tones (how progressive)~
•     That's it

Now that we've spelled this out, let's look at how they're represented, and what this could mean for the audience.

    The man, using his axe spray, is depicted as happy, confident, and extremely desirable, whereas the women are painted in an almost savage manner, their only substance being their beauty and primitive desire for our man of the hour. 

    Men watching who can relate to the main character may take this commercials overarching message to heart, and ultimately shift towards viewing women solely for their bodies or simply as things to collect to boost their egos, as is represented in this commercials wardrobe choices and "more women = more cool dude points" insinuation. 

    Women who can relate to the those seen here may watch this and begin to feel the same way towards themselves, internalizing that their only sources of value are in being pretty and being able to make a man feel desirable. Although subtly, this commercial also nods to the idea that women should be competing with each other for male attention, as the crowds of women can be seen shoving each other out of the way to get to axe man.

    The commercial could also have grave effects on people of other genders, looks, sexualities, ages, and otherwise, who don't see themselves represented at all within its time on screen. Those people may be left with the bitter aftertaste that they could never be as cool as axe man or looked at to be as beautiful as the hordes of cookie cutter women.

2. H&M

    This commercial includes representation of a wide array of races, ages, genders, religions, economic classes, and even personalities.

   

    This commercial represents all of these groups in an equally positive light, and does so without relying on stereotypes whatsoever. In fact, it tends to subvert the expectations ingrained in viewers by other media.

    This commercial can make all sorts of viewers feel like they can look fly no matter who they are.

    

    Be like this commercial.