The commercial’s overt and suggestive theme is that if a young man bathes in Axe he is going to have a bevy of beautiful, young, bikini-clad women at his beck and call. It is similar to a sexualized “Simon Says” game. If he slathers and lathers the Axe body gel shower lotion, young women will mimic his motions and be (almost) tempted to disrobe their tops and flaunt themselves. Although, the commercial ad stops short of the young women disrobing their bikini tops, the implication is there for young men: if you shower with Axe, young women will “show” themselves.
Young women watching this commercial would probably be more skeptical and perhaps “roll their eyes” at these Axe commercials showing beautiful, young, scantily clad women coming out of nowhere, either disrobing themselves, approaching seductively, French-kissing or devouring them (the Axe chocolate commercial in which young women suggestively are devouring the young man after he is transformed into a literal chocolate man). I believe that young women will view the commercial as a ploy to pump up young men into believing they can morph from “Zero” to sexualized “Hero”. If the advertising shoe were on the other foot and the commercials were geared towards young women finding love and romance for using Axe products, their young minds would probably be more impressionable and influenced by the message: using their products will fulfill your inner-most desires (for love/romance for girls or sex for boys).
All the young women, of course, in this commercial are slim and svelte, flat tummies, no extra weight on their thighs or derrieres, medium to larger breasts, etc. Since the average size of girls and young women is size 14 to 16, this depiction of every young woman on the beach being size 0 to 4 is extremely skewed and inaccurate. Commercials such as this one by Axe feed into the male mind-set that young women ought to look size 0 to 4 without an ounce of extra body fat.
The advertisement is appealing to adolescent young men because they want to feel accepted and sexually desired. Also, the fact that adolescent boys are dousing themselves with Axe products (erroneously considered just as powerful as sex-attracting pheromones) to the point of assaulting the nasal passages of teachers and other students also proves that Axe is preying upon the basest of indulgent instincts which is to attract beautiful, skinny young women so they can have sex as often as desired (Lindstrom, 2011). Also, since adolescent self-esteem for boys takes a dip in junior high and high school (based on their feelings of inferiority due to appearance) (Santrock, 2012) Axe offers the perfect (placebo) solution for their adolescent sexual self-esteem angst.
Just one of many hundreds of advertisers that prove that “sex sells”: Axe products have sky-rocketed in multi-million dollar sales (Lindstrom, 2011). The combination of the location, which is an exotic beach evokes a feeling of excitement and relaxation, the scene of the young man showering on a beach with the shower gel makes the viewer feel invigorated and refreshed, and the host of disrobing, slender, sexy young women cause men to, of course, desire the products because they think they will, likewise, have the same luck as the young man in the commercial.
Body image for the adolescent is influenced by a number of factors: media, school, family, and friends. If an adolescent compares and contrasts their figure to that of an idealized body (it starts with a gradual infusion of idealized media images of the perfect body such as the anatomically disproportionate “Barbie” and then escalates through photoshopped images like that in Vogue or in commercials such as in Axe). If the adolescent receives support, respect, and esteem for their body and in general by family then their self-esteem will be good. “Social contexts such as the family, peers, and schools contribute to the development of an adolescent’s self-esteem” (Santrock, 2012, p. 138).
The most important factor that should influence an adolescent (and all people in general) is how the Bible describes their self-worth, which should not be contingent upon how their body measures up to the latest rail-thin (or Axe) model, but on how God, the creator of bodies views them. The Bible states that adolescents and everybody are “fearfully and wonderfully made” (Psalm 139:14, NIV). Also, the scriptures state that "Charm is deceptive, and beauty is fleeting; but a woman who fears the Lord is to be praised” (Proverbs 31:30, NIV). Also, as the professor in the Liberty video “Christian View of Adolescent Body Image” points out, she (paraphrased) states that there is an undue, excessive and obsessive emphasis placed on body images and proportions during adolescence; however, this body that we take so much pride or inferiority from is a “jar of clay” (like the Bible states) and the “outward man/woman is wasting away”. If we will eventually obtain a new body (in the celestial kingdom of heaven with Jesus) like a butterfly, should we then put so much emphasis on this decaying cocoon? Her statement is not to imply that we shouldn't take care of ourselves by eating in a healthy manner and moderately exercising because our bodies are the temple of God, but it is a temple that is wasting away day by day and will be completely renewed in heaaven. Nobody can look perfect forever, even though they try with tummy tucks, liposuctions, face-lifts, and Botox injections (even an increasing amount of adolescent girls are resorting to these unnecessary tactics) unless they put their faith in Christ. Then, they can look forward to a perfect body in heaven for all eternity.
§ Psalm 139:14: “I praise you because I am fearfully and wonderfully made; your works are wonderful, I know that full well.” This scripture illuminates how God has created each individual person in a “fearfully and wonderfully” fashion. “Fearful” in this context means reverential or awe-inspiring. God’s creation (the adolescent’s body) is an awesome, inspiring work of God. God does not make junk!
§ Proverbs 31:30: “Charm is deceitful and beauty is vain, but the woman who fears the Lord shall be praised”. This scripture helps adolescents and women in general to realize that beauty is vain and self-centered. The true beauty lies beneath in one’s actions and words.
§ 1 Samuel 16:7: “The Lord does not look at the things people look at. People look at the outward appearance, but the Lord looks at the heart.” So often we focus on the outward appearance of people and not enough on the heart of people. This scripture illuminates what every adolescent should put their concentration on: viewing themselves and other people the way God perceives them.
§ 1 Peter 3:3-4: “Do not let your adorning be external – the braiding of hair and the putting on of gold jewelry, or the clothing you wear – but let your adorning be the hidden person of the heart with the imperishable beauty of a gentle and quiet spirit, which in God’s sight is very precious.” This scripture is a wonderful reminder that adolescent girls (and all women) should adorn themselves with good deeds and a gentle, quiet spirit. So much emphasis is put on the outward appearance: clothes, jewelry, hair, etc. in modern days and also when the Bible was written. The same need to look and feel beautiful resound throughout the ages and this scripture emphasizes that true beauty is from the inside.
§ Ephesians 2:10: "For we are his workmanship, created in Christ Jesus for good works, which God prepared beforehand, that we should walk in them.” Just as a skillful artisan, craftsman, or carpenter crafts and creates a chair or a table, we are also his craftsmanship or his workmanship. As a table has a function (not just to look good, but to serve a purpose), we also have a purpose in Christ Jesus, which is to produce good deeds.
§ “Connecting with Health and Well-Being: How Can Adolescents’ Self-Esteem Be Increased?” (Santrock, 2012, p. 139). This particular article in the textbook focuses on ways that adolescents’ self-esteem can be increased. Ways in which the adolescents’ self-esteem can be boosted is identifying the roots of low self-esteem and the areas of competence that are significant, give emotional and social approval and support, bolster achievement, and aid teens to deal with life issues.
§ “More Beautiful You” by Jonny and Gwendolyn Diaz. This book is aimed towards young women that describe the struggle for fulfillment and self-esteem in an era in which idealized body images is pushed into the psyche. Jonny Diaz originally wrote the song “More Beautiful You” and thousands of girls, young women, and more mature women have written to tell him how his song helped them to overcome their feelings of inferiority because of the lyrics about how God views them as beautiful and perfect.
§ “Christian View of Adolescent Body Image”. This video is perfect for adolescent young women and men who struggle with a low self-esteem based on feeling that they don’t measure up appearance-wise to others. She utilizes thoughtful, scriptural analysis of the low self-esteem problem that plagues young people.
§ “Dove Evolution Advertisement”. So often we become green with jealousy and envy over the beautiful images of women gracing the covers of magazines. This video shows exactly what the majority of the superficial ladies’ magazines and advertisements directed towards women originate from: photoshopping to change their appearance to be ideal.
§ “Girl Perfect: An Imperfect Girl’s Guide to Finding True Perfection” by Jennifer Strickland. This book is a true account of a high-fashion model who toured the world doing run-way and print modeling. However, the glamor and glitz did not suffice the deep longing of her heart. In this book, she candidly talks about “her journey from fashion to faith, the principles of true beauty and proper body image shared by professional model Jennifer Strickland will shatter the illusion that worldly beauty and success satisfy.”
§ “Beautiful in God’s Eyes: Book and Workbook” by Elizabeth George. This book is about inner beauty. It’s also about how to achieve one’s goals and to succeed in life more productively. The guide also aids the young woman to utilize the new methods and principles in a practical way every day.
§ “Body by God: Owner’s Manual for Maximized Living” by Ben Lerner. This book helps the adolescent eat nutritiously, minimize stress, and to stay “fit for life”. In an era where teen-agers (boys and girls alike) are binging and purging food, taking diet pills, following the latest fad and crash diets, this book encourages adolescents’ healthy lifestyle habits.
§ “Designed by God: Honest Talk about Beauty, Modesty, and Self-Image” by Regina Franklin. Young girls are bombarded with media sensation on how to dress, look, and act. This is a book about how God views true beauty, modesty, and self-image.
§ “Mom I feel fat: Becoming Your Daughter’s Ally in Developing a Health Body Image” by Sharon Hersh. This is a book to mothers about how to nurture their daughter’s self-esteem and body-image. It’s also a book to navigate through the rough waters of adolescence in which teenage girls fall prey to peer pressure and the media to become anorexic.
§ “Find Your True Beauty In Christ” website by Shelley Hitz. Shelley has been ministering to teen-age girls in regards to their self-esteem and true beauty advice. Also, on her website there are biblical dating tips and principles as well. She is also a book author and speaker.
References
TheComicalChannel (Poster). (2011, December 13). New, sexy Axe shower gel beach
commercial [Video] Retrieved from
http://www.youtube.com/watch?feature=endscreen&NR=1&v=09nayGHVc9I
Lindstrom, M. (2011, October 24). Can A Commercial Be Too Sexy For Its Own Good?. The Atlantic. Retrieved July 23, 2012, from http://www.theatlantic.com/business/archive/2011/10/can-a-commercial-be-too-sexy-for-its-own-good-ask-axe/246863/
Santrock, J. W. (2012). Adolescence. (14th ed.). New York, NY: The McGraw-Hill
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