Framing undertones many advertisements in today's culture, which shapes the consumer's idea of "society norms."
Dominating groups' use of the media in order to push certain ideas onto subordinate groups (consumers) is embedded in both framing and agenda setting. Dominating groups' (such as big advertising agencies and media conglomerates) tendencies are not just limited to advertisements, but are embedded in the news, entertainment industry and even in a school's curriculum. Branding these ideas are necessary in setting their agenda, or what they want the consumer to think in order for them to purchase their products.
The AXE brand has succeeded. It's hard to turn on the TV or click on a website nowadays and not watch their "Hair Action" Ads. The basic gist of these commercials is that women will notice and immediately lust over men who use AXE products, pretty much throwing themselves at them. The "normal" ideas reinforced include: 1. Hygiene and male grooming are essential in order to have any sort of sexual contact with a female. 2. Girls are easy to fall in lust with guys that have styled hair. And they're promiscious. 3. It's okay for the typical males to go from girl-to-girl in a short span of time.
In addition to reinforcing the idea of guys being a "ladies' man," AXE commercials may offend women consumers, especially with this ad:
What does it say about women? That in society, women are very fickle and get bored easily with men, but sexually they like men who are transit and always changing. Therefore, men need to buy AXE products in order to keep their women interested.
Axe frames these genders stereotypes for the sake of their business.
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