Axe Anarchy for Him and for Her

The advertisement pictured above is for Axe Deodorant. Although in my experience this product has been primarily marketed towards males, it seems in this particular instance it is being marketed towards both men and women (although apparently only or at least primarily heterosexual men and women). The advertisement appears to take place at a gas station. The man is holding two jumper cables which appear to be electrically charged. The woman is holding a gas pump and gas is flowing from it, although it's not attached to a car and the gas is pouring out onto the ground. Both of the people seem to be failing to notice the hazards that they are creating for themselves and for others because they are too caught up in gazing into each other's eyes. They are so fantastically drawn to each other that they can't even manage to bring themselves back to reality for long enough to notice that they are putting themselves into a potentially fatal situation. The text in the corner draws the whole image together. Next to two bottles of Axe (one blue and one pink), the text reads "New Axe Anarchy, for Him + for Her. Unleash the chaos." 

This, of course, is what many people what from their romantic encounters. No one ever talks about being "sensibly in love" or "gently walking into love." We say "madly in love" or "falling in love" for a reason. Although this does not, of course, apply to everyone (the notable exceptions being asexual and aromantic people) many people desire a sense of unbridled passion in their romantic affairs. Especially amongst young people, we want things to be quick and exciting and thoughtless. That is the image and desire that this advertisement hopes to invoke. The young man and the young woman are so intensely attracted to one another that they forget that they are holding live jumper cables and an open gas pump. Imagine that--seeing someone so attractive that you forget that you are pumping gas and spill it on the ground just so you can stare into their eyes. But it gets better. Imagine that they, too, are so attracted to you that they forget that their jumper cables are live and carelessly let them fall to their side, just so that they can stare into your own eyes. Imagine having that kind of instant spark between you and someone that you like, within seconds of the two of you seeing each other. That sounds amazing to me. Axe is using this desire for that kind of relationship to sell their product. They want people to think that if they use this new Axe product, then they will be able to "unleash the chaos" and find that kind of wildly and thoughtlessly passionate relationship. If you are a girl and you use Axe Anarchy for Her, then maybe someday you'll encounter a boy that uses Axe Anarchy for Him and immediately embark on a reckless and passionate journey with that boy because of an unquenchable spark of attraction between the two of you. 

This advertisement is remarkably free of damaging gender stereotypes, at least if we are operating within the parameters of cisgender and heterosexual people. The boy and the girl are about the same height (although the girl is wearing high heels, the effect is still the same). They both appear to be the owners of cars, and the girl's even appears to be newer. An unfortunate trend that many advertisements demonstrate is the tendency to play on the "different kinds" of attraction that men and women supposedly feel, in which men supposedly feel greater sexual attraction while women feel greater emotional attachment. That is not the case in this advertisement. The attraction that the two people seem to feel for each other is implied to be the same in both degree and in nature. However, both of the people featured fall within Westernized societal parameters of "conventional attractiveness," with neither of them having any unconventional features--i.e., they are both thin white people. Furthermore, they conform more or less to expected gender presentation roles of cisgender girls and boys. Although the intent of the advertisement is to attract all people--regardless of whether or not they fit the physical image that they put forth in the picture--to buy their product in the hopes of finding a relationship that will sweep them off of their feet, this portrayal may have consequences beyond the advertiser's intent. As a consumer of an ad, this can make it seem or feel like one has to have those specific set of features in order to be included in this possibility of a wild romantic affair.

Who Do We Privilege?

Much of children's cultural socialization comes from television shows, most notably cartoons. The creators of these shows, presumably without realizing it, impart their own values and opinions of the world to the children that consume the shows by the manifestation of their beliefs in the events of the episodes.

One of the many children's cartoons that we have here in the United States is called The Grim Adventures of Billy and Mandy. This show follows the lives of two children, Billy and Mandy, after they become friends with the Grim Reaper by winning a game of limbo against him. In spite of its fanciful premise, this cartoon has nevertheless proven to be a good sample of how we as a culture privilege certain groups over others.

Race/Nationality/English-Speaking: First and foremost, the majority of the characters in the television show are white, or are at least drawn with a light skin tone which presumably means that we are supposed to view them as white/European. Both of the main characters are white and all of the side and background characters are as well. Irwin--Billy and Mandy's African-American friend--and his family are the only characters of color that are featured on a recurring basis in the television show. This indicates to children that are watching the television show that white people are always supposed to be in the majority and that they are "normal," while people of color are an exception to the general rule. The notable exception to this is the fact that The Grim Reaper (called Grim for short), another main character, speaks with a Jamaican accent. The fact that this is presumably supposed to be funny to the audience indicates to children that people who don't speak flawless or non-accented English are somehow supposed to be considered funny and/or are not to be taken seriously.

Mental Illness and Capability: One of the prominent features of the show is the juxtaposition between the two main characters, Billy and Mandy. Mandy seems to enjoy schoolwork, and she is generally quiet. She also seems constantly frustrated with others and generally bored and uninterested in whatever is happening to or around her. Billy, on the other hand, is loud and energetic, and seems to find fun in everything that he does. In short, the creators of the show intended for Mandy to be "smart" and for Billy to be "not smart." Billy, coincidentally, is the brunt of many jokes. Mandy is constantly exasperated with his failure to understand what she is saying. Furthermore, Billy also has difficulty pronouncing certain words in the way that is commonly expected and has trouble reading situations/empathizing with others. Also coincidentally, all of these characteristics of Billy's are things are loosely similar to symptoms of various mental illnesses, such as ADHD and autism. In this way, the creators of the show are privileging people who do not have mental illness by making a character that is the brunt of many jokes one who exhibits the traits of a mentally ill person. This encourages the societal stigma against mentally ill people.

Gender, Sexuality, and Gender Roles: There are several instances in the segment of the show that I watched alone in which characters that break gender roles are stigmatized, thereby privileging people that do conform to gender roles. At one point, Grim discovers a bra in Billy's room. Billy yells, "I can explain!" This could have meant one of two things. Firstly, it could have been meant to indicate that Billy had some sort of involvement with a girl. By suggesting that a young boy is already having relations with a girl forcibly reasserts the character's heterosexuality and aggressively establishes heterosexuality as the privileged norm. Secondly, the joke could have been that Billy himself was wearing the bra in secret, and was surprised and ashamed that Grim found it in his room. By presenting this idea of a boy or a masculine person exhibiting feminine behavior as a joke/something that the person participating in the behavior would want to hide, children are made to believe that that is a funny thing at best and a bad thing at worst. This is, among other things, generally transphobic and privileges cisgender/gender conforming people. In addition, male characters that are supposed to be the brunt of jokes generally have more feminine characteristics, such as a high voice or the tendency to exhibit emotional vulnerability. Finally, the girls at Billy and Mandy's school who are mean to Mandy fulfill an extremely feminine stereotype. They seem brighter and more outgoing than Mandy, have higher voices, say the word "like" a lot, and enjoy femininity more than Mandy seems to. In this way, the show privileges masculinity by associating femininity with negativity and pettiness.

The Guest Bathroom

In my house, we have a little bathroom down the hall once you take a left from coming inside. It's a relatively small space. The floor is covered in large, dark brown tiles that have a certain shiny quality to them. There's a sink and a toilet, and a small window. The mirror over the sink is large with a thick black frame, and three lights (the only the the room) hang over it. The sink itself rests on two minimalistic black-brown drawers with silver handles. Rather than being a cavity in the top of the counter, the sink is a box-like apparatus that sits above the surface. The walls are painted a light green-yellow color, and there's a framed painting of a leaf whose colors are enhanced and brightened to match the color of the wall. Above the toilet, there's a bas-relief image of a lion with a spear in its side.

Overall, the impression that our guest bathroom is trying to give as "artistic." Unlike the bathroom that I use more frequently, which has far less cohesive in appearance and is strewn with my things (toothpaste, hairbrush, hair dryer, washcloths, old shampoo bottles, the list is endless), the guest bathroom has a distinct style that would be disturbed by messy things such as my personal care items. With this style, of course, comes the visual argument that my parents are stylish people. They chose to make their bathroom have a matching color scheme, a unique sink, a print of a pop-art leaf, and a bas relief image of a lion with a spear in its side. In so doing, they chose to make the visual argument that they are stylish people that have good aesthetic taste, throughout our entire house, right down to the bathroom.