Axe Rhetorical Analysis

Lustful Fragrance: The Sexism of Axe (1)Axe is well known for advertisements promoting their male grooming products, many of them featuring sexual promiscuity and sexism. A large number of their ads usually include a male using their product to attract beautiful women as a way to strike interest among male viewers because of commercial realism[1]. Although they attempted to create a new approach of promotion for one commercial, it doesn’t seem to show any change from its sexist point of view. The advertisement relies on symbolic codes and the ritualization of subordination in order to appeal to their male target audience. I will prove this by analyzing the sexist implications and codes
As The woman starts to yell at her for destroying her clothing line, she soon seizes to stop when she realizes what she sees is an angel. Codes of Normality come are seen with the women, as she is stereotyped by portraying her with the housewife look while drying off clothes because it should be her job as a woman to do it. Compared to the angels, She is shown to be the only normal woman shown throughout the advertisement but because she is stereotyped as a housewife this only reinforces gender codes about women. The woman could have possibly been used in the commercial to reinforce how beautiful the angels really are compared to what they Axe would standardize classify as a normal
Is there a clear THESIS? What intriguing idea and/or claim does it make about the ad, specifically regarding sexist messages—messages to males versus messages to females? The most interesting idea was the use of angels as a representation of women in the idea of men’s women by portraying them as submissive to men.
5. Does the writer quote or paraphrase enough specific evidence from the ad to support her/his interpretations--setting/location, dialogue, lyrics/music, slogans, gender displays of characters, colors, clothing, status symbols, graphics, etc.? Y / N List any paragraph numbers that need more evidence. No, the writer didn’t include the location (Italy), music (Sexy Boy by Air choir cover), or clothing (50’s/60’s styled).
6. Does the text make appropriate use of gender theory TERMS? Does the text discuss the advertisement’s use of gender stereotypes using language learned from this unit’s readings? If not, which paragraphs(s) need revision for this? Yes, gender theory terms are used appropriately, but could have used a couple of more terms possibly.
7. Does the text have a clear pattern of organization? Does each part relate to the thesis? Was the text easy to follow or were the ideas simply listed and thus disjointed? Give advice as to how the organization might be improved. Could have used better organization but did a decent job describing the