Female Bodies and Visual Fantasy: Psychoanalysis of Women’s Representation in Axe’s Television Commercials


1Fudan University, Shanghai, China

2University of Southern Mississippi, USA

DOI: 10.15655/mw/2017/v8i2/49008

This study critically examines television commercials advertising AXE, a male body spray. Using the framework of male gaze, originally coined by Laura Mulvey, which manipulates the viewer’s (and camera’s) perspective, this analysis uncovers the ubiquitous myth that exposes such instinctual voyeuristic pleasures. This psychoanalytic investigation goes beyond the descriptive visuals of bikini-clad women; examining the inconspicuous maintenance of a deep-rooted patriarchal structure that silences the female voice. Its intention is to make the biased representations of women in the media a prominent issue, encouraging dialogues and deliberation in the public sphere.