Nathan Chan's Blog

Just another UBC Blogs site

February 14, 2018February 16, 2018

The Axe Effect: Toxic Misrepresentations of Masculinity

Axe is no stranger to the realm of exaggerated and controversial advertisements as they are notorious for their usage of sex appeal and strong heterosexual, male oriented themes.  In this particular ad, Axe presents the image of a Caucasian male, roughly in his 20s, applying Axe body spray to himself in the locker room.  The …

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