Luminesa wrote:As a casual watcher of perfume commercials who probably is not too-well-educated on the topic, AXE’s commercials aren’t all too different from commercials like that for Gucci Guilty, which depicts a guy and a girl in hot, steamy, adulterous sex who wake-up together and the phone rings because of a worried spouse. They sell on the idea that somehow wearing this perfume will make you a...for lack of a better term, sex machine. The problem is they not only push toxic masculinity, but also toxic femininity-throwing around your sexuality is not unique to only guys.
Sex sells. The issue is, I think, what message is interpreted by the public. And sadly, very often, it’s the wrong one. Which I concede, companies exploit because this is about money in the end. But I do want to reiterate that this is not a man/woman thing. These behaviors. We humans are, well, very capable of being shitty to one another. Having commercials that normalize such behaviors that give wrong ideas doesn’t help.