Sexual Innuendos:

Throughout this ad sexuality and objectification are shown every other second. It was obvious that every time the man did something regularly something sexual would occur. At the beginning of the ad while the man was turning the nods on what seemed to be the radio he was making the lady’s breast get hard. In Killing us softly it was mentioned that the primary purpose of media is to advertise sex, normalcy, and success. As shown in Figure 2, it seems as if they tried to use sex and success to get the audience’s attention by having the lady nipples print through her shirt. Kilbourne has also said, “Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with erotic charge" (Kilbourne, Pg 489 Para 2). Dehumanization is said to be seen in the way the camera is positioned and the placement of the woman. At first, the camera was zoomed out from the lady’s head to her lap and suddenly it was zoomed into her nipples and her reaction when it happened.

Reality:

In many commercials, many aspects of production are meant to resemble that of a porn shoot. Everything from the camera zooms to the depiction of white thick liquid on the woman's breasts illustrates the vulgarity of a pornographic scene. The camera is purposely put in place to draw attention to the lady’s breast while her body parts enhance or reveal. One example is when the lady comes into the classroom and sits down and her presence catches the man’s eye contact. As she sits down the man begins to open his book to start reading. When he opens his book her shirt starts to unbutton. They both realize so he closed it. She begins to watch him in a seductive way, he smiles and continues to open the book again. Looking at Figure 3, you can see that the rest of her shirt unbuttons revealing her bra and cleavage. As you can see this is basically saying that the audience is really just interested in her body and not her in general. This is showing that men see her as a sex symbol and not someone with a personality. Kilbourne says, “The poses and postures of advertising are often borrowed from pornography," (Kilbourne 576.) All the men are focusing on is her body parts.

Hidden Tactics:

Kilbourne speaks about how the camera’s objective is to show the women’s “breasts and legs”. The facial expressions of the ladies in the videos are neither serious nor realistic. The way they stare into the camera or make facial expressions are ones of a porno. It makes them look vulnerable and submissive. It looks as if they are only trying to please the men and not themselves. It gives the illusion that women should perform this way to be more alluring by men. As provided in Figure 4, the name of the Axe is also the reason for this. The Axe is called touch. The video clearly shows that the man and the lady want to be touched by one another. This is why their behavior in the video is that way. This ad can also be deemed as sexually objecting is through the background music. Every time something objectifying comes on there is a noise following behind it. This is making it obvious for the viewers to see what is really going on. This hidden fact permits the audience to feel more or less allured and relaxed to be drawn more closely to the product.