Stereotypes of men in the media include their importance in the workplace, but also promote the importance of men’s bodies over their personalities (Gamble, p. 354). Since men tend to be less social and emotional, their personalities are not as much of a crucial part of their identity. Thus, their external presentation becomes the focus of masculinity. They try to come across masculine by smelling and dressing a certain way that makes women feel like the men are in control.

The Axe Body Spray commercials show women sexually approaching men who wear the spray. This suggests that men will have a special power over women if they wear the product. Again, this helps designate men as the dominators who control the actions of women. Additionally, it ultimately supports the stereotype that men’s outer appearances/odor affects, not personality, affects their masculinity- or ability to control women.

Gamble, T. K., & Gamble, M. W. (2003). The Gender Communication Connection. Boston: Houghton Mifflin Company.

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