That Axe Body Spray ad: what about the racism?

I’ve seen a lot of people muster feminist criticism against this ad campaign by Axe Body Spray. However, I haven’t seen anyone mention the racism of it. First Nations men have traditionally worn braids. Chinese men have also been depicted with braids for a long time. To portray men with braids as being emasculated is therefore a White concept which is inherently racist and reinforces the imperialist conceit used against First Nations people.

4 thoughts on “That Axe Body Spray ad: what about the racism?

  1. Heretic March 14, 2015 at 17:01 Reply

    They didn’t think of who would be among the audience seeing the ads, that’s for sure.

  2. Independent Radical March 14, 2015 at 21:58 Reply

    I am embarressed to admit that I didn’t notice the racism until you pointed it, so thanks for doing so, but it is very clearly sexist. If “emasculating” men causes them to treat women like human beings rather than fuck objects, then I am all for “emasculation”. Braids for everyone! LOL!

    Braids are great way to make long hair managable without having to cut it, which may explain why men in non-white societies wear them. Unfortunately western culture associates them with prettiness and innocence and other feminine crap. So while there is nothing inherently wrong with braids (this is not true of all or most beauty practices by the way), we should definitely be critical of the values associated with them.

    • Francois Tremblay March 15, 2015 at 01:09 Reply

      If I was allowed to wear long hair, I would definitely braid it. But apparently that would make me emasculated, so… LOL

    • Heretic March 15, 2015 at 03:06 Reply

      Braids being associated with innocence is right. Little girls? The “handlebars” thing from porn? Yeah.

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