Representation Analysis

Representation helps to attract an audience to a product and convince them to invest in it, whatever it may be. It could include race/ethnicity, social class, gender, age, body type, etc. It is a useful tool for companies to utilize. By including diverse representation, companies can expand their target audiences and gain more consumers.

People are more likely to invest in something if they see other people like them doing it too. When they see someone similar to them on screen or in advertisements, they feel included and seen. When one type of person dominates the media, those who don't fit into the mold might feel more insecure about who they are.

An example of representation is the Axe body spray commercial. In this ad, a large group of women, dressed in nothing but bikinis, are shown running through the forest, swimming to the shore from the ocean, climbing over rocks, pushing each other down, and more as they try to reach a man using Axe body spray. The women are all relatively young, attractive, racially diverse, and at least of the middle class. The male is white, relatively young, and at least of the middle class. When faced with this example of representation, men may get the wrong idea about women and their role in society. The women appear almost animalistic and crazed as they try to get to the male while he appears content, if not smug. It diminishes their role to nothing more that just sexual. Also, women who don’t look like those in the ad may feel insecure or discouraged.

Another example of representation is the H&M “close the loop” ad. It shows an extremely diverse cast; from race/ethnicity, age, body type/size, style, orientation/preferences, and social classes. With this example of representation, everyone who watches it can feel inspired at seeing someone similar to them on screen. While not everyone can be represented, there is plenty of variety to appeal to the masses. It shows a more modern approach to representation and how the world has changed from the typical stereotypes of the past.