Esquire a “Magazine for men’ was to a great extent about women” (Breazeale 231). Similarly, Unilever’s line of Axe grooming products for men is to some extent about women. Just as Esquire magazine, Axe objectifies and exploits women in order to create a niche for men in the beauty industry and show that their targeted consumers are unequivocally heterosexual. All of their commercials boast that any unattractive and undesirable man can use their products to instantly become sexually appealing. Our “Hatchet” commercial exposes this marketing strategy by portraying the product user as comparably unattractive to females and appealing to males.
Breazeale, Kenon. “In Spite of Women; Esquire Magazine and the Construction of the Male Consumer.” Gender, Race, and Class in Media 2003:230-242.
My Contributions to the group project:
- Assisted in Screenwriting
- Played the drug addict/gwaking passerby
- Wrote the paragraph featured at the begining of the video
- Snuck Pizza into the library (with the help of Keshia)