Summary: Beyond simply objectifying women, this commercial for the Axe Chill Collection presumes a relationship between female attractiveness and men's uncontrollable responses. The message is clear: because girls are hot, guys lose their "cool" and, therefore, are unable to control themselves. The ad suggests that their product "helps guys keep their cool before it's too late" but what is implied here? Before it's too late for what? While the commercial depicts men having accidents (e.g. crashing into a car), the obvious sexualization seems to imply that men would also act on their sexual impulses in an inappropriate manner. Again, the message is clear: men are not to blame for these reactions; instead the blame is on women and their "hotness." This attribution of blame, along with the overall sexual objectification of women, are key dimensions of rape culture, which encompasses a set of values and beliefs that legitimate male sexual aggression and rape. Viewers may reflect on the degree to which such messages, also found in music videos and throughout our culture, shape men's actions and attitudes about sex and gender.
Submitted By: Anonymous