Axe Vice
Context: This is an online commercial for Axe Vice products. It was created by the Axe company and posted on their website and I found it on youtube. It is selling Axe Vice body wash, deoderant and body spray.
Content: The premise of this ad is that when a "nice" girl smells a guy with Axe Vice scent, she looses control and commits "lust" crimes and becomes a "naughty" girl. The "nice" girls were all cute, young, shy and skinny, while the "naughty" girls were older, larger, and rude.
Form: The ad is made to look like an informational news story, like a segment of Dateline. They interview an "expert" and show clips from a court room.
Reading: If the roles were reversed, and this was a secent that when men smelled it on a woman he went crazy and commited "lust" crimes, as Axe calls them, there would be an outrage. However, since it's men being attacked by cute girls, it's sexy. I think that this promotional campaign is disgusting, and it feeds into the stereotypes that it's imposible to rape a man because he is open to any sexual experience (which, from working at a rape crisis center, I know is not true). It also feeds into the stereotype that girls are either "nice" or "naughty" which is an unrealistic dichotomy.