Representation Analysis

Tide Representation

In the Tide commercial, a daughter who is not the typical “feminine” daughter is shown building with wooden blocks is accompanied by her mother. The mother is skeptical of the way her daughter is choosing to dress and act. This is clear through the way she is talking about her daughter and the way she is dressed and composed. Not only this but she also states how she wishes Tide wasn't as effective so that she would have no choice but to throw out her daughter’s stained clothes.

This commercial conveys the idea that females should be following certain expectations revolving around the idea of feminism. Leading to the audience thinking females will only be accepted in society if they dress a certain way and hold a level of femininity. This advertisement can affect females, especially developing females who are struggling with acceptance. By having them believe they will not be accepted unless they act and dress a certain way, this will lead them into feeling insecure leading to several negative outcomes such as a lower self esteem, the development of possible eating disorders, and several mental illnesses.


Axe Representation

In the Axe commercial, hundreds of women are objectified, portrayed as savages desperately trying to reach a man who is spraying on axe. The Axe spray is shown to attract many, hence the slogan: “spray more get more.” In the advertisement, it is clear that unrealistic expectations of both genders and masculinity are being made.

This advertisement is conveying the idea that masculinity is measured by the amount of women you attract. Hence why you should invest in the axe spray. The advertisement also demonstrates the unrealistic expectations society has for men and women. Leading to many feeling insecure about the way they look physically. In addition, it depicts the expected role of men and women. The advertisement conveys the idea that women are only useful for serving men. This can affect the way that men view women due to the way women are being objectified in the advertisement. Resulting in the audience believing it is acceptable.