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

CHEN-WEI CHANG¹ & PATRICK D. MCGUIRE²
¹Fudan University, Shanghai, China
²University of Southern Mississippi, USA

Abstract
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.

Keywords: Female representation, psychoanalysis, Laura Mulvey, male gaze, AXE commercials

References

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Dr. Chen-Wei Chang is an assistant professor in the School of Journalism at Fudan University, Shanghai, China. His research interest is in emergent media users, with specific focuses on online self-disclosure, new/social media adoption, and marketing implications of user behavior. He also explores the female representations in mass media.
Patrick D. McGuire is currently a doctoral candidate (ABD) in Mass Communication at University of Southern Mississippi, USA. Patrick, till 2015 was teaching communications, mass media and film at University of New Orleans, Valdosta State University, and University of Southern Mississippi in the USA. He is a member of International Alliance of Theatrical Stage Employees (IATSA).