representation analysis

 Representation is the way that the media portrays reality or aspects of reality. It has the ability to shape society and create a dominant worldview. Historically, minorities have been underrepresented or misrepresented (through the use of stereotypes) in the media leading to negative self-perceptions. Representation is necessary in order to acknowledge important topics, as well as create a space where people can relate to what they see on screen.

H&M

The overarching message of this advertisement is that challenging the status quo is good. This is done by featuring many different people of different ages, races, ethnicities, sexualities, religions. Instead of using stereotypes, H&M showcases people of different demographics and their personalities. 

The diversity in this commercial is a much better representation of the world. Minorities who view this ad will feel like these people accurately represent them. This can lead to an overall better self-image among minorities because they are finally seeing people like them being represented in the media.

One thing to note: representation on screen is good, but it is also important that this continues behind the screen. In addition to this, it is important to consider whether this company actively stands up for what they claim to be doing. Ask yourself whether this is a performative marketing tactic.

Axe

Axe is a line of male grooming products that targets heterosexual men between the ages of 18-25, and in this commercial we see exactly that. The narrative of this advertisement is a man spraying axe body spray as thousands of women swarm to him. 

Now that we’ve established the narrative let’s analyze how these groups are represented.

First of all, women are already an underrepresented group in the media. Here, they serve no purpose but to appeal to the male gaze and create desirability for the product being sold: Axe. They are sexualized and portrayed as animalistic as they compete for the attention of one man. Not to mention, there is very little diversity among the crowd of women. All of the women shown uphold a Eurocentric beauty standard that basically says “you have to be skinny and white/have white features in order to be deemed as attractive”. Young female viewers may watch this and internalize Axe’s message: in order to attain a man, they have to compete with each other.

The man is portrayed as cool, confident, and extremely desirable (at least to the women in the ad). Although he is shirtless, he is not sexualized. To the viewers, he is the embodiment of what they want to be. Men may view this commercial and believe that in order to be “cool”, they have to gain the attention of all these women. They may also place a woman’s worth solely on their outward appearance. 

One thing to note: the man is objectively an average looking white male, but he still is able to garner the attention of all these attractive women. Is this ad saying that women have to be “perfect” whereas men can do the bare minimum? (short answer: yes)