Representation Analysis

Representation in the media is constantly evolving and in recent years, there has been an increasing emphasis on the representation of different sexual orientations, minorities, and diminishing the sexualized depictions of women. To better understand the impact of representation and how it is used to reach certain audiences, here are two samples of advertisements.

Axe
https://criticalmediaproject.org/axe-body-spray-commercial/
The Axe commercial clearly depicts a sexualized view of women. The entire plot of the advertisement revolves around the fact that the use of Axe body spray allows for males to easily attract women. However, these are not just any women. These are slim and tall models in skimpy bikinis frantically rushing towards the man in the center. The costume design for the women reflects society's heightened perception of women as sexual objects during the time period, but also serves as an effective means to market to the product's audience: mostly young males.

H&M
https://criticalmediaproject.org/hm-close-the-loop-ad/
This commercial presents a compilation of various characters which contribute to a highly diversified selection in costume design. With each word voiced in the advertisement, a unique fashion choice is represented, from "boring" to "dress like a man." By having a diverse selection in costume design, the company is able to reach out to a large and expansive audience base. The brand markets itself as a provider of laissez-faire fashion, free of societal restrictions, with the exception of one restriction: "recycle your clothes." The statement is not necessarily polarizing and doesn't detract from the representation of different fashion choices, which are symbolic of one's culture, race, sexual orientation, beliefs, and personality.