Courtney Bruce – The AXE Effect

Posted: January 31, 2014 in Uncategorized

I thought that this commercial shows the idea that women can be used to sell products. This AXE commercial is used to show males that if the use their product that all beautiful women will want them. It is degrading to women because they are using them and their bodies to sell this product to males. Another issue that comes from this is that Dove is owned by the same company. Dove seems to be doing the opposite by having their beauty campaigns giving women the idea that they should be empowered. I think this company does not necessarily believe what they are advertising. They are just advertising in ways that will attract customers.
http://www.dove.ca/en/Social-Mission/About-the-Movement.aspx

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