Stereotypes Of Masculinity In Advertising

In the 1960’s women only advertised for things made for women, now women are using their bodies to help sell cologne for men. In the 1960’s women would be seen in ads such as Hoover ads and Kenwood chef ads because that was what women did in that time, they cooked and cleaned. These ads showed women to do nothing more. The Kenwood chef ad caption was “The chef does everything but cook- that’s what a wives are for.” This advertisement targets an audience of married men. In the Kenmore Chef ad, the husband is pictured in a suit and he was neatly groomed and his wife was dressed in a conservative outfit with beautiful manicured nails. She is affectionately hugging her husband and the two are both smiling. The image in the ad accurately reflects

By depicting these men in this way, it sets a standard for how the typical man should look and act. It subconsciously makes the viewer believe that if they purchase said product, they will become more like the man who is shown. For example, if a man was insecure about being skinny with no facial hair, he would be more sold on a product if it was showcased by a confident, fit, and bearded man. That stereotype is mostly showcased in advertisements for workout accessories, outdoor appliances, and power tools. The bulkier and more “manly” an advertisement is, the more compelled the man is to feel the same way when using said product.

Since the viewer tries to resist the advertisements, this commercial is quick and effective, and thus uses codes of gender display because they are familiar to us all (Jhally, 2009). Evidently, the commercial aims at depicting men as metrosexual or rather intruded by the everyday activities to reinforce the features of masculinity: active, aware of the world and in charge of their surroundings. This point echoes Sean Nixon’s genealogy of the development (1996) of how the representational practice of masculinity is derived from fashion (metrosexual imagery) and advertising (masculine features) (Gill, forthcoming, para 8). Additionally, this is furthered by Gill’s reflection on Foucault’s ideas on all identities are socially constructed and non-essential (forthcoming, para 8). On that condition, the men must engage with the dominant masculine identities that are portrayed by the

For example, the Old Spice man is depicted as the “alpha male” throughout the ad—capable of achieving “almost anything” he desires (0:26). This notion of hyper-masculinity is manifest in much of his diction throughout the ad. For instance, while the backgrounds are changing, he claims that “I’m on a boat!” “I have diamonds!” “I’m on a horse!”

The same is true for an advert from a weekday newspaper advertising “DFS”. A male with similar qualities to above is sitting on a sofa reading a paper. Again this shows a materialistic world which is not a true reflection of society.

The Old Spice’s advertisement “The Man Your Man Could Smell Like” is a thirty seconds commercial that initiates a conversation between a woman and her boyfriend or husband about body wash products. The advertisement targets audiences are directed at women, who are in heterosexual relationship and who goes the shopping for personal-care products on behalf of their boyfriend or husband. Simply, the female audience will attribute the commercial to buying Old Spice body wash, and their men will smell like the Old Spice man. However, the commercial is logically flawed and unreliable. The commercial targets three basic appeals in Jib Fowles’ “Advertisements Fifteen Basic Appeals”, such as the need for sex, the need for affiliation, and the need

Consider the advertisement below, it seems though it is just an average commercial that is selling a cologne and trying to convince the audience that if you buy this you will be able to get a girl just like the man in picture. This is a common technique that many companies use to make the audience, mainly male, think that this product will make them irresistible. The way that the female model

The cultural ideal of an extremely masculine dominant, sporty man being attractive to girls is apparent in this ad, this heightens the character’s masculine appearance. The male consumer (to whom this ad is directed) can easily relate to this masculine image, not only is it a relatable image but also a desirable one. It is apparent in the advertisement, the younger of the brothers desires to achieve this masculine image which his elder brother possesses with such ease, the consumer share this desire and also want to possess this

Old Spice is very blatant in the way they attract their customers. An obvious example is The Man Your Man Could Smell Like commercial. In this advertisement Old Spice envisions their audience to be anyone who is in a relationship or trying to be in relationship. The more obvious targeted audience is the female audience. To attract the female audience they put an attractive man in the commercials and try to make it seem that if their “man” uses old spice body washes their “man” will be like him.

Another Ad from Prada, but targeting men. This one can also be seen as a functionist due to the actors portrayed in the ad. Willem Dafoe; American actor known for his 1986 film role “Platoon” and most recently “Spiderman Movie Trilogy”. Gary Oldman, is English actor known for his Iconic roles as James Gordon in the Dark Knight Trilogy and performer in the England Royal Court Theatre. Jamie Bell, A English actor known for his role in Billy Elliot and “TheThing” from the recent film Fantastic Four. Garrett Hedlund, A American actor known for his role in Tron: Legacy and the upcoming film Pan (a prequel to Peter Pan). What makes this ad a Functionist, is due to these Actor recent film roles and iconic roles on movies. I can see why Prada choose

These messages come from stereotypes, or “social beliefs typically learned from others and maintained through regular social interaction” that these fashion corporations portray as the best way to go because they seem to work and are often proved more than disproved (Franzoi, 2016, pg. 215). Corporations attract and target the audiences that are susceptible to believing what they market is true, and in this case, it is good looking men who smell good receiving sexual desires. Stereotyping and believing something in particular is continually true, makes personal decisions easier. So, when an advertisement creating a stereotype around men attracting women with particular scents is seen, it is cognitive to believe in

The overall image has a very soft appeal, because the outlines of the man and the objects in the picture are slightly blurred. These are the images that we see when we take a first glance of the ad. These things are what people see first and recognise, as everyday items they are familiar with. Secondly, we’ll cover the connotative level of the advertisement, which is where we decode the deeper meanings behind the images in the ad, and interpret them in order to discover the meanings that are less obvious to the consumer. First is brand name that they have on the perfume Lacoste. Lacoste is a well known name, which in itself sounds expensive. It is a French name and the French are usually classified as high society people. The sell high end clothing and accessories for men widely know for the popular and stylish tennis and collared golf shirts. The animal used as a part of their logo is a green crocodile derived from the nick-name of a tennis player whose name was Lacoste. The male in the ad is celebrity actor and model Hayden Christensen. He is also wearing Lacoste apparel further advertising the brand. He is quite famous, and is easily recognized through his roles in various movies. The ad also points this out in the bottom left hand corner just under his picture, to point that out to people who recognize the face, but can’t remember the name. By associating Hayden Christensen with Lacoste perfume it associates it with being an object of masculinity, celebrity

While there has been a recent surge in body positive advertisements aimed toward females and countless movements boycotting sexist ads, there are rarely any articles discussing sexism in media for men (Zawisza & Cinnirella, 2010). Yet men experience body shaming and stereotypes similar to women. A common misconception of males is that they are expected to be tough, and this stereotype could explain why little attention is brought towards men’s feelings of how they are portrayed in the media. The Old Spice advertising campaign “Smell Like A Man, Man” starred actor Isaiah Mustafa and was hugely successful, yet it used men’s insecurities to ploy men into using Old Spice products. Before examining the stereotypes of men, it is important to understand what masculinity is. Alexander (2003) defines masculinity as “a fear that stems from being seen as sissy, feminine, or anything less than a man” (p. 538). The Old Spice advertisements purposely stay away from any feminine connotations so that the ads are perceived as masculine. Old Spice claims that smelling masculine results in being masculine and that marketing ploy persuades men into buying Old Spice in order to be perceived as masculine.

Overall, there seems to be a very high Christology in the New Testament. However, due to the various authors of the books that comprise the anthology, there is an inherent variation of the level of Christology found between the different books. In order to examine the Christology of a religious text, one must first understand the notion of Christology. Christology refers to the level of divinity that Jesus is portrayed to have, and can be understood as a spectrum with an extremely high Christology at one end and an extremely low Christology at the other. The highest possible Christology refers to texts in which Jesus is described at being equal to God, while the lowest possible Christology refers to texts in which Jesus is described as being completely human. These extremes are typically never fully realized in the New Testament; a position on the spectrum between them is usually taken. When analyzing the Christology of the Gospel of Mark, the Book of Revelation, and the Pauline Epistles, it becomes apparent that there is in fact a difference in the Christology of the three. Mark seems to have a lower Christology than the Pauline Epistles, which have a lower Christology than the book of Revelation, which has a very high Christology.

Representations of men in media have a different approach—they tend to focus on strength, power, physique, independence, etc… The first ad portrays a clearly athletic, strong, male individual. His expression is one of determination and focus—He’s not going to let anyone get in his way. He is aggressive, and overflowing with testosterone. It is unclear what the product is, something to do with athletic performance. The next image is fitted with the caption “Always A Champion”, making it simple to realize this ad is all about the male ego. This man has a very intimidating expression, one of strength and—almost anger. His positioning shows off his clearly muscular arms and his aura is almost overpowering. In both images, the idea that a true man should be strong, aggressive, etc… is presented. For any normal male individual viewing this ad, he would feel like that is what he should be—if he was a “real man”.