Representation Analysis

The Tide commercial illustrated women as the stereotypical role of a sophisticated and innocent housewife. For instance, the Tide commercial had the mother wear pink to represent what society deems as feminine and proper, while the daughter contrasted the mother by wearing cargo pants and a camouflage t-shirt. Along with the costuming, the femininity of the mother was further supported by the living room both characters were surrounded by, which was decorated in pink. By combining the colors used within the set design, along with the attitude of the mother, the commercial argues that it is important for young girls and women to dress properly and accordingly. Therefore, if someone were to purchase Tide, then being clean would define them as the "ideal woman", while dressing more masculine is "dirty". In contrast to the Tide commercial, the H and M advertisement argues clothing is a form of expression, and that there is no definition of what is considered masculine or feminine.  For example, the H and M commercial depicts women wearing mens clothes, such as blazers or suits, and men wearing women's clothing, such as a skirt. 

In contrast to the Tide ad, the Axe commercial depicted women as sexual beings who crave the attention of men. The women presented in this ad were dressed in red bikinis and the shots throughout the advertisement were placed specifically to demonstrate their body parts, such as the boobs. By continuing to sexualize these women, Axe is establishing that using their product will guarantee women to surround men only for sexual desire, rather than actual connection. Through a combination of different long shots and high angles to depict the sea of women and the specific close up shot paired with a high angle for the single man, Axe continues to argue that men are significantly more dominant than women. In this particular case, the power that men have over women is sex, which is through the smell of Axe's new product. However, the H and M commercial debunks Axe's argument by presenting the idea that women and men are equal. By combining people of all ages and various backgrounds, H and M highlights that no matter what any man or woman wears, whether it is meant to be sexual or casual, no person is more dominant than the other, rather that each individual is unique to themselves and answers for themselves. 

Any form of media, whether it be a commercial or a film, can impact the way a person views their surroundings and the world. The Tide and Axe commercial both offer views that are outdated and harmful to society because they promote a redundant stereotype over women. If the media continues to portray women only through sexual or weak means, then society will never advance or progress to a world of inclusion. The H and M commercial, however, highlights different races, such as the Asian and Black community, those who are LGBTQ+, and people of different sizes. By expanding and presenting the types of individuals representing their brand, H and M is arguing for a progressive change in society by deeming that anyone can wear their clothing, and that there is no limit to expression or creativity. If the way in which media is produced can progress towards being positively inclusive, than those watching can take those extra steps to do the same.