SAPAC’S SEXISM IN ADVERTISING CAMPAIGN
DON’T ASSUME YOU KNOW ME! Previous Ad | Next Ad
At first glance, this Axe ad might not seem that bad; however, once the text is read the seduction and assumptions made about women are apparent. For example, stating that a woman is a tease because of her attire makes assumptions about women based on their wardrobe. It also dictates that a woman’s clothing should imply a “guaranteed” consent to sexual activity. Furthermore, assuming that any woman that has a wrinkle wants to have children immediately is problematic because not all women want children and a single wrinkle should not imply that a woman’s biological clock is running out.
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Unilever
800 Sylvan Avenue
Englewood Cliffs, NJ 07632
www.unilever.com
http://www.theaxeeffect.com/
There are not only assumptions made in this ad, but also women are being judged based on their beauty (with statements like ABORT MISSION!) and how good the viewer thinks that this woman is in bed (“Into your needs,” “Likes a man who can use a whip”). Clearly, it is not possible to understand everything about a woman including her future goals for family or whether or not she likes to have kinky sexual relations solely based on her appearance.