The manufacturer of Axe, the line of fragrance products for young men has created "the ideal girl" and named her Susan Glenn. In this commercial an older man, actor Keifer Sutherland, shares memories of "the girl" and says, remorsefully that if he had a chance he would have chosen differently. There are a whole series of ads like these featuring Susan Glen and aiming to capture young males as consumers. But, clearly she's not the perfect match for all teen-aged guys, so Unilever has chosen to market to a very specific demographic. And, as usual, this type of advertisement has the ability to make many young women feel not quite good enough about their looks.
Saturday, September 22, 2012
The manufacturer of Axe, the line of fragrance products for young men has created "the ideal girl" and named her Susan Glenn. In this commercial an older man, actor Keifer Sutherland, shares memories of "the girl" and says, remorsefully that if he had a chance he would have chosen differently. There are a whole series of ads like these featuring Susan Glen and aiming to capture young males as consumers. But, clearly she's not the perfect match for all teen-aged guys, so Unilever has chosen to market to a very specific demographic. And, as usual, this type of advertisement has the ability to make many young women feel not quite good enough about their looks.
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