TOW #13- The Body Shop, Meet Alex

            Many people think that sexism has gone distinct, however, that is not the case. Some people’s brains are hard-wired to think of things in a sexist way. Surprisingly, common beliefs like men not being able to hit girls is still a form of being sexist. This ad by the Body Shop mainly targets sexism against women. It shows a young boy showing his muscles and a girl laughing along side him. The words say, “Meet Alex- future sport star, prime minister, inventor, entrepreneur, and philanthropist… (shown here with her brother Chris).” The point is that when reading the text and looking at the picture you are suppose to believe that it is referring to the boy. However, when you read what is in the parentheses it is clarified that the text is talking about the girl. The Body Shop uses the text and the photograph to convey a message of stereotypes in humans brains that they cannot help. The text shows Alex, a common boy but also girls name, along with many jobs. The jobs are suppose to lead you to believe it is referring to the male, however it proves that not only men can do these jobs and be advertised and successful. When the viewer reads the text in parentheses it leaves them with either a guilty and heart warmed feeling. Also, the image shows the boy showing his muscles up, hence boys are always stronger which is another misconception, and the girl laughing by his side. I think the boy is in the limelight of the photo, which is why most people just look assumes it is him. To make the ad better both children should have an equal space on the screen. Overall, the message of stereotypes and sexism is simple yet strong in this advertisement.