April 16, 2010

Advertised Masculinity

Filed under: Media,Media Gallery — Tags: , , — Melanie @ 4:40 pm

I’m still rummaging through my ad archives and feverishly scanning parts of my massive collection. Lets see how advertisers represent masculinity (circa 2004-2005). NOTE: For more on masculinity, see the work of my hero, Jackson Katz.

1. Sexual. So sexually ravenous and energetic that they need protein-infused energy bars to handle all that action.

2. Hey, men are so horny that they try to get it at work. In the second ad sexual harassment becomes a joke.

3. Violent as depicted in this ad featuring brand names Tommy Hilfiger, Diesel and Puma. Note the open pornographic magazine on the floor. Timely in light of Robert Jensen‘s recently posted interview on pornography, masculinity, racism, misogyny and media literacy.

NOTE: Often, violence/aggression and sexuality are interwoven in the construction of masculinity. Search or click on the categories at left: violence, sexuality, aggression, masculinity for related posts.

4. Stoic, unemotional and/or uninterested in relationships. “Disposable, just like your ex.” Stuff Magazine, 2004.

5. The photo below the disposable razor ad is a picture that accompanied an article in FHM titled “How to Dump Your Ex.”