Representation Analysis

Tide Ad

This tide ad is of a mother who wishes her daughter wore more girly clothes. This ad challenges women's gender roles/  when the little girl only wishes to wear " hoodies and cargo shorts" and plays with cars instead of wearing all pink like her mom dreams she would.  The little girl's household seems to be white and she looks about 9-10. The ad represents girls at a young age who challenge traditional gender roles, while her mother represents traditional gender roles. With the representation in this ad, the audience makes it appear as if older generations are less accepting of non-traditional gender roles than newer ones. To the audience, it is made apparent that newer generations are more against gender norms and don't seem to make a big deal if they don't follow them. But, it can also come across as showing a mom who doesn't know how to raise her child, since she looks rebellious. Therefore, the mothers in the audience may question how well they raised their children based on these gender roles. 

Axe Ad

The axe ad is of a man who seems to attract women of all kinds from black to white, with a spray of an axe. Again, in this ad gender roles are discussed, but the traditional are shown. As the man sprays axe, women come from all directions seeking the man who seems to be having the time of his life. In the ad, the women are seen as animal-like as they run through the wild looking for their prey, the man.  Although it seems to be more inclusive of races, it is not for sizes as they are all skinny long-legged models. The ad has a sexual element as all the women run in tiny bathing suits. It also shows the audience what men nowadays expect, a woman wearing little clothing with a perfect body; unrealistic expectations. For the audience, it may cause women to feel poor if not fit to these "expectations." It may also implement unrealistic expectations for men. In addition, women are painted as sexual creatures whose role in society is to provide pleasure to men.