– Clearly there is some voyeuristic, dominant signified ideas being portrayed in this advert. A massive over-sexualisation of the female gender.

– There is a clear constructed reality in the sense that using their body wash will attract these sexual desires in both genders.

– There is a male gaze feature here as the product is targeted towards men and the female is clearly being over-sexualised

– There could also be features of selective representation in the sense that it only represents and targets the views of the presumed straight male

– This is a negative stereotype towards woman that if men use AXE body wash they will instantaneously become sexually attracted to that man, creating dangerous and incorrect ideas about their representation

– This is a reactionary view of woman being used in this advert to produce more sales to their target audience of the presumed straight male

– The paradigm of the items of the body brush versus the whip shows a indexical sign of the objective of the advert to sexualise their product effectively

– This is a ideologist representation of male products being shown to be a signified show of how the products are used to attract women

• QUANTITIVE:
  • – Social class: Commoner; targeted at lower social classes not particularly with any high social status.
  • – Income: Lower; the price of the product is lower as it is targeted at the lower income civilians. Minimum wage and higher up until before premium incomes.
  • – Education: No particular intelligence groups targeted. Basic understanding of hygiene.
  • – Target consumer: Sexually active adults and/or any adult who are intrigued in voyeuristic ideas, specifically targeted at the presumed straight male.
• QUALITATIVE:
  • – The mainstreamer; a regular person of common social class who buy products in an active consumer way. Relating to our male target consumer in a way that it is a cheap product and a basic need for most men, fitting into mainstreamer qualitative ideas, as well as targeting sexualised ideas.

Nivea men:

• Representational analysis: A reactionary view when regarding women, they are being used as a dominant ideology where woman are used as an incentive for men to buy their product.
• Semiotic analysis: The dominant signifier for this product is the male being shaven clean by the secondary signifier, the female where the product is being used appropriately to attract more sales at the target audience of the presumed straight male.
• Textual analysis: The iconic sign illustrated here is the Nivea men shaving cream, a dominant signified idea of men’s products massively attracting women
• QUANTITVE:
  • – Social class: Commoner; targeted at lower social classes not particularly with any high social status.
  • – Income: Lower; the price of the product is lower as it is targeted at the lower income civilians. Minimum wage and higher up until before premium incomes.
  • – Education: No particular intelligence groups targeted. Basic understanding.
  • – Target consumer: Adult males with facial hair or other body hair. Slight sexual characteristics with presumed straight male connotations.
  • QUALITATIVE:
    • – The mainstreamer: a regular person of common social class who buy products in an active consumer way – Relating to our male target consumer in a way that it is a cheap product and a basic need for most men, fitting into mainstreamer qualitative ideas.