Sex... object?

Noun 1. sex object - any person regarded simply as an object of sexual gratification

Axe gives the power to control women and the sexual connotation is obvious in this commercial. These women get undressed and don't react negatively to that. The man is, therefore, in the total control of them thanks to the pseudo-pheromone that an Axe bottle contains. Indeed, they are once again regarded as animals whoses actions are justified by their pulsions and so, they are also regarded as sex objects.
 

Animal instinct Part II

Axe is a brand of male grooming products, owned by the company Unilever, that has a specific target in its marketing strategy: unsecure teenage boys who have trouble getting a girlfriend.
Once they put one of the Axe products on, they become self-confident and attractive to all kind of women and especially the most beautiful ones. Well, that's what we believe while watching the Axe commercials and with sales over $100 million, it is clearly efficient.

In this commercial, women are compared, once again, to animals whoses instincts lead them to a man standing on a beach and spraying two bottles of Axe deodorant on himself. All the women are wearing sexy bathing suits, look like models and really act like animals running and fighting for their prey.

Yes, this commercial is funny but for that, it has to reduce women to sexual animals lacking of any kind of personnality...

Animal instinct

The first image might seem shocking but it is actually an ad for the deodorants Axe. A link to the movie The Silence of The Lambs is quite obvious here (same mask and straitjacket than the serial killer Hannibal Lecter) turning this pretty lady into an animal unable to control herself while smelling Axe perfumes.

Résumé

Magali, September 4, 1987

36 place du Capitole

31000 Toulouse, France

+33 6 66 77 88 99

magali@tlse3.com

EDUCATION 

2011 - 2012        Licence 3 (Bachelor's degree) Information and Communication
                           University Paul Sabatier - Toulouse 3
                           History of Communication, Marketing, Psycho-Sociology, Communication Law

2010 -2011         Master 1 Métiers de l'Enseignement (First year of Master's degree in Teaching)

                           IUFM - University of Western Brittany - Brest
                           French, English, Mathematics, Sciences, History, Arts, Psychology

2007 - 2010        Licence LLCE Anglais (Bachelor's degree in English)

                           University of Western Brittany - Brest
                           British and American literature and civilization

2005 - 2006        Mise à Niveau en Arts Appliqués (Preparatory classes in Applied Arts)
                            Lycée Vauban - Brest

                            Product advertising, Editorial, Architectural and industrial location, Photography                       

WORK EXPERIENCE

June - August 2011:  Au pair, Washington DC, USA

• I was trusted with the responsability of taking care of a 5 year old boy and his daily activities (keeping him entertained by playing games, going to museums etc.).
• Through regular daily exercises I was able to improve his French verbal and written skills.

June - August 2010:  French assistant (French as a Foreign Language), El Gouna, Egypt

• I taught French to two American children (5 and 7 years old) by giving them daily lessons (grammar, reading, speaking). This involved me creating exciting and innovative lesson plans to keep the children engaged.
• Living with the family meant I had further responsabilities outside of teaching French including helping the nanny care for the children. This also allowed me to converse with the children in French all day long, helping them grasp the language quicker.

June - July 2009: Packer on production lines, SAS Christian Faure (WHAOU) - Plouedern (29)

• Responsabilities included being in charge of breaking eggs for the dough and packing crepes.

February - July 2008: Supervisor in a secondary school, Collège de Kérallan - Plouzané (29)

• I had to supervise the school playground during breaks and the students in detention

September - October 2007: Receptionist, Le Quartz - Brest (29)

• I was in charge of welcoming English and Spanish speaking conference attendees

2006 - 2007: Au pair, Washington DC - USA

• Duties included taking care of two girls (4 and 7 years old) by waking them up, getting them ready for school, cooking meals for them, helping them with their homework etc.

LANGUAGES / SKILLS

Languages:             French: Mother tongue
                                 English: Fluent
                                 Spanish: Working knowledge

Computer skills: Familiar with Word, Excel, PowerPoint and a good knowledge of Dreamweaver, Photoshop, Audacity

PERSONNAL ACTIVITIES

Sports: Dancing, Running
Miscellanies: My interests include travelling, Arts, cinema, drama
Driving license: 6 years