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Media Bites – Axe sells Sexualized Gender norms for Charity

February 1, 2011

 

In this week’s Media Bites we look at a new Axe body products commercial, which passes as a promotional piece for a new Axe charity challenge for college students.

The video invites colleges to participate in a competition to donate clothing, but the images continue to normalize sexualized gender roles and male fantasy. The reality for college campuses is less about sex and more about sexual assault, a fact which will not sell scented body spray.

 

6 Comments leave one →
  1. Peter permalink
    February 1, 2011 5:13 pm

    My comment here is admittedly beside the point, but along with their irresponsible advertising, Axe may be selling a dangerous product. Its fragrances contain a chemical that for some people is apparently not safe. My daughter has passed out twice in school from being exposed to high concentrations of Axe on her middle-school classmates. Poison the mind and poison the body.

  2. February 1, 2011 6:04 pm

    Thanks Peter for your comments. There seems to be a growing number of people who have negative reactions to all these products. Sorry to hear that your daughter has had those kinds of reactions. Yet another reason to not not support Axe and their products.

  3. Jay permalink
    February 2, 2011 12:10 am

    I have to comment, give me a frickin break here. You guys are really losing it here. Write an article about the numerous sexual partners and sex parties gay men take place in at an alarming rate with no regard to protection. Don’t demonize people for being male and female and being attracted to each other.

    • Jeff Smith permalink*
      February 2, 2011 2:51 am

      Jay, first off their is no evidence to support your ridiculously homophobia comment about gay men. Second, I have no problem with people being attracted to each other, but if you listen to the analysis of the Axe video we are pointing out that the way women and men are represented are very different. Women’s bodies are objectified in a significantly different way than men’s bodies. Lastly, the most important point we are making is that there is an epidemic of sexual assaults on college campuses and the Undie run challenge that Axe is promoting dismisses that this is even an issue.

    • miles permalink
      February 4, 2011 5:57 pm

      One in four women in college have been raped or have had a man try to rape them. Until you have to be afraid of walking alone at night because half the people you walk past could potentially rape you please keep your sexist, homophobic bullshit to yourself.

  4. cybil permalink
    February 2, 2011 12:41 am

    First, what’s up with the person above and their anti-gay comments? Good lord!

    Second, this kind of stuff has been spreading around campuses for awhile sadly. It was Axe who sponsored this “undie run” last year (this ad is actually from last year) but apparently other corporations have in the past. Even here in the Grand Rapids area there has been a “Nearly Naked Mile” organized by the Invisible Children group as a “benefit” for Africa. This kind of “activism” and ‘philanthropy” makes me sick!

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