Analysis of Masculinity Underlying in the “Axe” Commercial under International Context

Abstract

This research article was aimed to study hegemonic masculinity elements found in the
“AXE” commercial. The ideas of masculinity shown in the advertisement stimulate men to buy
more products as they believed masculinity was the only and important factor attracting women.
This is a qualitative study using narrative technique in analyzing the content of the advertisement.
The analysis of the study is a preliminary research result of the researcher’s Independent Study.
The content was interesting and exciting. However, there are some men left behind hegemonic
masculinity and the content of the ads were exaggerated. Only a single use could have the
beautiful angels fallen from the sky to admire his masculinity and decided not to go back to the
heaven.