A wide range of representation is crucial when advertising and branding a product. When the target audience sees ads on their phone, commercials, billboards, etc, they will either be pushed to be purchase the product, or disregard it. It's important making all sexualities, races, and ages feel included in order to sell it to as many people possible.
Axe uses a very degrading approach in their commercial. Young women are shown in bikinis sprinting towards and surrounding a man who is spraying himself with axe. This basically gives the impression that if you use axe body spray, girls will surround you, which is very unrealistic. Since their target audience is men, it is more understandable as to why they would use this technique, all men want to feel attractive, and they will maybe feel as if buying this product will do this for them. As for women, it is a bit dehumanizing as they are showing them as superficial and as if they don't care about personality, just looks.
H&M has a very inclusive and wide representation, many races and ethnicities are in their commercial. I feel this is common in the fashion world as unique features are always seen on high fashion brands. Fashion has no limits, so it does not surprise me that this is the case for their brand. Including so many races and ethnicities will make everyone want to buy these clothes as they have such a wide target audience. Any age, race, and sexuality can wear and look good in these clothes.
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