Streaming Media


The purpose of this study was to examine Axe’s marketing campaign, “The Axe Effect”, for issues of toxic masculinity and sexism. Multiple thematic elements were explored throughout this analysis, such as the depiction of women as sexual predators, patriarchy, and the sexualizing of female bodies. This study, therefore, contributed to the budding sector of male gender studies, as well as extending scholarship regarding social issues within the context of advertising. Furthermore, as a response to the findings in the analysis, a re-branded advertisement campaign for Axe was developed, which included two print ads and one commercial. These advertisements were framed around one central theme, which defied and redefined contemporary masculine norms.


Atay, Ahmet


Communication Studies


toxic masculinity, advertising, patriarchy, sexism

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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