The idea of representation is to understand the production of meaning through texts. Texts are nothing but representations both as material and ideological sense. Semiotics explains the meaning behind the advertisement and who the company is targeting to. This brand is promoting their new men’s body spray as well as offering a contest for audiences to go to space. In some extent this commercial not only has political meaning but also invokes gender stereotypical roles. According to the Axe Apollo commercial men’s roles and representation are categorized as follows; 

Axe Apollo Commercial – Fireman (duration 1:10 minutes)

 

The commercial shows firemen who are struggling to put the fire out of house, and a woman is trapped close to the window crying for help. Suddenly one fireman fearlessly runs into the house to rescue the woman. He heroically carries her out of the house as she weakly there in his arms. Just as they stare each other romantically, the woman turns her head to see an astronaut, and immediately runs towards him instead, showing a greater attraction towards him. A caption on the screen reading “Nothing beats an astronaut” appears on the screen, and a voice talks about the new “Axe Apollo.”

Analysis: Man in this commercial is presented fearless and challenge-lover shown in his guts to go inside the burning building. Fireman profession also plays an important role to construct the representation as this job is both very risky and manly. Man is presented muscular (an ideal body) as symbol of strength shown after taking his suits to wrap up the woman. Man is presented macho seen in bearded face as symbol of manhood. Man is presented serious and agile seen in how quick and easy the fireman rescue the woman; Man is presented heterosexual seen in how the fireman and the woman romantically stare each other. His orientation may refer to the woman presence that may potentially reflect sexual object. Supported by Allison Protas in her symbolism dictionary ‘Fire’ may refers to sexuality - "light my fire" and fertility.

Axe Apollo – Lifeguard (duration 1:10 minutes)

In the commercial, the characters are at the beach, and a woman is crying for help in the water as a shark is swimming towards her. The male lifeguard fearlessly rushes into the water to save the woman, wrestles with the shark and saves her. He heroically carries her out of the water as she is weak there in his arms. The male lifeguard lays the woman down on the beach and we can see a definite attraction between them. The woman stares the man as if she is about to kiss the man who has taken his courage to save her – but then she runs toward a strange and geeky-looking man who wears an astronaut suit, showing a greater attraction towards him. As predicted a caption on the screen displays reading “Nothing beats an astronaut” appears on the screen, and a voice talks about the new “Axe Apollo.”

Analysis: Again. Man’s role is presented as a hero. This time the manly and cool profession of men is presented as a lifeguard. Man is represented as fearless figure seen in his wrestling scene with the deadly giant shark. Man is presented muscular seen in the exploration of his body. Man is presented heterosexual seen in how the lifeguard and the woman romantically stare each other. This situation is supported in almost-kissing scene. The lifeguard is attributed with red suit. Allison says that “red is an emotionally charged color. It is associated the masculine. It can also mean love, passion, health, and/or sexual arousal.” Man is presented as either ruler or adventurous since the setting is attributed to nature. Besides the lifeguard actively observes and precisely controls the situation in the beach. 

The character in the commercial is Scottish racing driver best known as Dario Franchitti. This commercial features a flashback of his impressive winning in the 2012 Indianapolis 500, but nothing beats an astronaut, according to Axe Body Spray. He won the race and audience and his crew are screaming out loud with joy. As the winner slows down and takes off his helmet his crews are rushing wildly NOT towards him but to a man in astronauts suits walking on the race track. Afterward people are cheering up as the astronaut receives the cup of the championship as if he is the one who won the race. Last caption on the screen displays reading “Nothing beats an astronaut” appears on the screen, and a voice talks about the new “Axe Apollo.”

Analysis: This commercial reflects a commodification of sports. The character is a real racing driver. The advertiser tries to attract audiences by comical scene. Man in this commercial strongly presented as sporty or sport-lover. According to my opinion although this video features twist (the winner doesn’t get the cup) man in this commercial is still presented as hero—in terms of sports sportsmen may be regarded as a hero in their nation.

Axe Apollo Commercial– Romeo VS Axe Astronaut (duration 0:45 seconds)

Axe Apollo Commercial – Prince Charming VS Axe Astronaut (duration 0:37 seconds)

The character in the fourth commercial depicts the ironic ending part of story Romeo and Juliet. Romeo finds Juliet died and he decides to commit suicide. But then Juliet wakes up finding Romeo died for Romeo doesn’t know that she fakes the death. Just as she wants to stab herself with a knife a man with astronaut suit enters the church. As attracted to the astronaut Juliet cancel her intention to commit suicide. She runs toward the astronaut.  Last caption on the screen displays reading “Nothing beats an astronaut” appears on the screen, and a voice talks about the new “Axe Apollo.”

The last commercial is designed based on popular stories. But this is a video-game version. The video features an Axe astronaut fight against Prince charming. The background depicts a sleeping beauty. The battle last two round resulting in Axe Astronaut win all rounds. Last caption on the screen displays reading “Nothing beats an astronaut” appears on the screen.

Analysis: The advertiser may perceive that literature may become a big shot to be commodified. The representation of man in these two videos (Romeo and Prince Charming) may cover an ideal man in old-fashion term since the two are representative of fairy tales—created in the past time. Romeo represents rebellious and loyal man because Romeo is out of rule of family to stay away from Juliet’s family. He sticks to what he believes that true love really exists. He prefers die to live without Juliet (best described in the commercial). Prince Charming represents that ideal man is high-postured and comes from wealthy royal family background as we can clearly notice from the title and the typical royal attire.