In 2011, abercrombie kids, the line of clothing Abercrombie & Fitch targets towards young people aged 7-15, advertised a swimsuit top called “Ashley.” I was described as a “push up triangle” top, which is essentially a padded, push-up bikini top (designed to push breasts up and out, drawing attention to them). Due to controversy over the garment, the company removed the phrase “push up” on the website, even though they continued to sell the bikini top, and the top continued to be padded and push-up
Starting in 2008, Ashton Kutcher has served as a spokesperson for Nikon Coolpix. In this commercial, Kutcher uses a long zoom lens to take pictures of beautiful women on the beach. Some of the women also take his picture. A man, carrying a very large set of binoculars, is with one of the women and becomes angry when he notices the woman flirting with Ashton. The song in the background of the commercial is “Close To You,” sung by Karen Carpenter of the band The Carpenters. At the very end, all of the women have posed for a picture with Ashton while he plays a ukulele.
This 2006 commercial for Axe Body Spray depicts a stampede of bikini-clad women running toward a single man who is applying the product to his body. The women look almost like animals in the way that they run through the wilderness, while the man has a satisfied grin on his face. The music is dramatic and reaches its climax as the women reach the single man. The tagline reads: “Spray More – Get More – The Axe Effect”.
This ad for Axe shampoo (a men's line under the Unilever brand) is set at a house party full of young people. A man walks through the crowded living room into an empty kitchen and is followed by a woman. After he enters the kitchen, she slams the door behind them both and says passionately “I just want to bury my face in your backside.” Then, she bends him over the oven from behind and rubs her hands and face all over the back of his hair. The man remains silent but looks pleased and excited. The final slogan is “Get some Hair Action with Axe shampoo,” with the words “Hair Action” illuminated in red neon lights. This ad, like many others selling the Axe brand since the early 2000s, suggests that its products can be used by men to attract women.
On February 6th, 2016, during Black History Month and one day before her Super Bowl halftime show performance, Beyoncé dropped the song and video for “Formation” on her YouTube channel and on Tidal, Jay-Z’s streaming service. The song's lyrics are characterized by Beyoncé reframing stereotypes traditionally used in a derogatory way towards African-Americans into empowering statements which celebrate Blackness. For instance, she states: