The stereotype of facial washes in media advertisements

Print Building egalitarian societies is one of the priorities of modern democratic states. Mass media play a unique and important role in the shaping of a society where men and women enjoy equal rights.

The stereotype of facial washes in media advertisements

Gender Stereotypes in Advertising After watching the beer advertisements in class, I began to wonder how many advertisements that we see everyday on television or in magazines use gender stereotypes. After turning on the TV and flipping through a few channels, I came across nearly 2 or 3 advertisements that objectify or stereotype men or women in some way.

The scary part of this is that advertisements for nearly ANY product or service can use some sort of stereotype towards a male or female to attract consumers. Gender stereotypes are commonly used in advertisements for clothing, and makeup and such products, but can even be seen in commercials for such things as hamburgers, computers, and other everyday products.

Axe is a company that is directed towards males, which sells grooming products such as soap, shampoo, body wash, etc. Since Axe is targeting a male audience, it has advertisements running through nearly every commercial break on channels like ESPN, which has a mostly male audience.

Along with him is a girl, Cindy, who he is introducing to his parents. After he opens it, 8 other girls walk into the house, where he introduces each with there names, to his parents. The parents are dumbfounded when they see all of the girls there son has brought with him.

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The son is your average male, in his twenties probably, wearing a polo shirt with the color flipped up. All of the women that come inside the house are beautiful women, wearing make up and dressed nicely. Clearly, the purpose of this advertisement is to sell Axe body wash products.

But what does this commercial have to do with shampoo and body wash? Axe uses multiple techniques to engage in there audience, among these being humor.

The situation is clearly outlandish, making it funny to the target audience. Beautiful people- the women in the ad are basically models, implying that if you use Axe you will land gorgeous women; and Association- this ad plants the association in your mind between Axe and manliness or Axe and getting lucky with the ladies.

Is Axe really the difference that makes beautiful women come running to you by the hundreds? First, Axe assumes that men make fun of women for their own amusement, and believe that by doing the same they can connect better with their audience.

Secondly, Axe sees women as mere objects rather than anything, or anyone for that matter, deserving of more attention than that which is sexual. If Axe wanted to become more friendly towards other audiences, it would have to drop the female stereotypes.

One example of an excluded group from Axe commercial are females. Yes, they are included in the ad, and one could even say are the stars of the ad, but not exactly in a good way.

The women shown in this ad are objectified in many ways. They are not seen as someone that men are trying to get to know, but instead they only exist as sexual objects. On top of that, Axe is also stereotyping women into a few groups.

According to this new campaign, girls can be sporty, brainy, flirty, high maintenance, or party crazy.Pun Bandhu’s training at the prestigious Yale School of Drama didn’t help much with the skill he needed for so many auditions after graduation – the “Asian accent”. An ad that features a man trying and failing to undertake simple parental or household tasks.

There are also further plans to look at other gender stereotypes, specifically how it intersects with race and the LGBT+ community.

But it is unclear if the ASA will be conducting research . Oct 27,  · Author Topic: Stereotype, media hype? (Read times) duchamp.

The stereotype of facial washes in media advertisements

Administrator; allowing the person who holds the stereotype to prepare themselves for a particular situation. Of course, a problem arises when stereotypes are negative representations and this is where the media comes in.

The majority of stereotypes .

Changes to advertising

Though the previous commercials and political ads are famous, racism pops up everywhere in television spots, ads, and commentary. This curated roundup shows some of the most casual – and egregious – examples of racism, including Imus’ famous “nappy headed hos” comment.

At Face Value: Issues with Stereotypes By Ann Jadin. In this learning activity, learners will reflect on the meaning and impact of stereotypes in both .


In many advertisements, white women have been seen as superior to black women. The first example is from Dove, and it shows a “before” and “after” picture of skin.

There are three women featured in a line.

Stereotype in Media | Stereotypes in the Media