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Women in Commercials - AXE Advertising

During this commercial, there are gender roles that are being displayed towards the women in the commercial. While operating ethos for creditability in this ad, the authority figure that is in this commercial is All-American Pro Tennis Player Monica Blake who is world class and champion of the Albuquerque Open. In this advertisement Ms. Monica Blake is a guess of an infomercial with the audience predominately male.
             Monica Blake in the commercial is demonstrating on how "sexuality" comes into effect. She states at the beginning, "Nobody wants to play with dirty equipment so that's why you have to keep your balls clean", while her sidekick Denise ask her, "Well how can guys clean their balls so there are more enjoyable to play with"? Clearly this is using sexual contexts by the arousal of the men's facial expressions in the audience of the ad commercial. The way she has found an effective way to clean your balls so they are more enjoyable to play with, just seems to have a way of making you pay attention. That is when they introduce the AXE detailer as one of the products along with the AXE body wash that will clean your balls according to Monica. So she is scrubbing using the AXE detailer on two obviously dirty golf balls with the body wash. As Monica presents the cleaned golf balls, she gives them to Denise and tells her to play with them in her hand in a seductive role play for a long period of time and states that she can play with those balls all day showing the men in the audience how "excited" she is. So you think the men will purchase this? A course they will. Sex sells in this society. But why should women have to be the ones to perform these sexual acts in advertisement just to get the people to purchase their product? The commercial is implementing the role of women as housewives as well as being sex objects because they are shown cleaning the balls in which it is making reference to the male's genitals.


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  • Word Count: 1316
  • Approx Pages: 5
  • Grade Level: High School

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