Masculinity and advertising

 

According to several specialists, advertising which are addressed has a male public exploit mainly the axis of virility. The pictures of sport, competition, destruction, which represent virility in action would not have their similar to praise a product with the men.

However, in the publicities intended for a mixed public, men-object and the idiot would take a big and growing place  at the sides of the virile characters. 

In general, the men are introduced in publicity like virile, muscular and powerful. Contrary to women, who are seen as weak, frail and vulnerable. The body of the men is seen like an object of force and being able which dominates surrounding space. These publicities send the message that a muscular body, well done and desirable, adds to the seduction of women like men.

For several years now, advertising use men-objects to promote various products.

Some advertising, for example perfumes or clothing, would present in a suggestive sexual way, in the aim of attracting the glance of the consumers.

Concerning the “stupid guy”, he is generally  the total opposite of the viril one. Awkward and often not very tempting, he generally appears in advertising wanting to be humorous.

But we should never forget the humorous aspect, or the second degree, because some specialists fear the negative impact that this type of representation can have on boys and men.