Posts Tagged female stereotype
I know that Axe commercials are known for their stereotypical and sexist depictions of women, which the company uses to appeal to their juvenile 13 to 25 year-old male demographic. I know this. You probably know it, too. Much has been written about it.
But I can’t help recoiling in disgust every time I see this new Axe commercial.
Every girl on the beach has model-like beauty: tall, thin, fit, wearing tiny bikinis. The guy is average-looking.
Where is this beach? Every man wants to go there!
All those models… Being controlled by a man’s actions? What? Touching themselves, stroking their bare skin, untying their bikini tops? Gleefully enjoying it? Posing like Victoria Secret models with coy smiles and come-hither eyes when he turns around? Shaking their heads in a “no” that really means “yes”?
Wow. Talk about your female stereotypes. And that last one really is a doozy.
These 2012 Acura TL commercials feature two star athletes, Ashleigh McIvor and Calvin Johnson.
I think these commercials were made beautifully. They are refined. They are visually pleasing and well made. The music is good. They’re interesting and get the point across.
But there are also some problems.
The tagline is, “Aggression in its most elegant form.”
Ashleigh McIvor is a Canadian freestyle skier and an Olympic gold medalist. So why is this traditionally beautiful (fit, skinny, blonde, white) female being reduced to her body when her athletic and other accomplishments are so impressive?
The tagline “aggression in its most elegant form” creates the notion that McIvor, like the car, is fundamentally better when she is refined, dressed up–and not doing her thing (actual career, sporty life, etc). Since McIvor is a woman, this notion can be read as applying to all women: Women should be beautiful and only aggressive in a sensual way.
Calvin Johnson is an NFL wide receiver for the Detroit Lions.
All I can say is, way to play to black male stereotypes, Acura! Yes, Johnson gets dressed up. But the African American male body is also stripped and objectified (as only a body). And Johnson is fundamentally linked to aggression through the WASP patriarchal voice over. Everyone knows the stereotype of the violent, aggressive black man, and though Johnson’s career is football, the link is still there.
The fact that these Acura commercials feature only a black man and a white woman is troubling. Additionally, both McIvor and Johnson are dressed by other people; they passively stand in front of the camera, which dilutes their personal agency.
Additionally, these ads glamorize aggression, which, when released in the real world and not in the world of sports, can be destructive.
I’m sure the Acura people meant well, but they widely missed the mark with this ad campaign.