Masculinity and Advertising Essay

Masculinity and Advertising Essay

Length: 5183 words (14.8 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Masculinity and Advertising

Picture this: There are three beach chairs on a beach and occupying each seat is a male college student. One guy has no shirt on and is wearing a hat. With a smile on his face, he looks to his right. The two guys sitting to his left are each reading a magazine. All three men seem to be enjoying the hot weather and the one looking to his right is enjoying a beer. Coming up on his right are three beautiful girls in bikinis. One girl is blonde, very well developed, and as she walks by you can see her breasts move back and forth with every step she takes. She smiles as she walks by, and by the expression on the guy's face he seems to be enjoying what he is seeing. Her two friends, who are brunettes, also have hourglass figures and smile at him as they walk by. The guy with the hat stares at them with a big smile. This guy then turns to his left and tells his friend, "It's your turn." His friend takes the beer that is offered to him, bangs it on the arm stand of the beach chair, and with this the girls rewind back to their starting positions. The music in the background plays again and the guy in the middle gets to enjoy the upcoming view. If you have not recognized this scene, it is a Miller Lite commercial that is typical of the ones shown during televised sporting events.

In this paper I will analyze this commercial as well as others to reveal what the world of advertising on the Internet and on the tube set is all about. In a way, the advertising companies are prescribing certain roles of masculinity to men. These advertisers are suggesting that the men that are portrayed in their commercials or advertisement are the way men are or ought to be. I will explain why men should be aware of the issue...

... middle of paper ...

...e use of half naked women walking around or the use of any alcohol. You can make it for T.V. or for a picture on a Web site. If you insist on making it a beer commercial you can have a dolphin swim up to the shore balancing a can of beer on its nose.

I am not trying to persuade men to not watch the commercials or not go to the porn section, or go to the sports section of the web, but instead to view them in a different perspective. Men are portrayed as: having an identity crisis, unable to communicate with the opposite sex, and lastly a low level of language apprehension. Maybe even almost as cave man, we slam our beer down and the women go back to where they started. I'll be the first to admit that I enjoy looking at all types of women, whether they are clothed or half naked, but when I do my mouth is closed and when I open it, it's to carry on a conversation.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay on Automotive Advertising and Masculinity

- Automotive Advertising: Fueling Masculinity since Forever There has always been the cliché of gender roles in toddlers that girls play with dolls and boys play with tools and cars. Is that what is expected of children of each sex, or do adults not know any better. When my male cousin was born when I was sixteen, the baby was showered with gifts of plastic screwdrivers, wrenches, saws, Bob the Builder accessories, and of course--toy cars. Why do we have this preoccupation that little boys--who in turn become men—have the desire for model cars....   [tags: Marketing Cars Automobiles Gender Roles]

Powerful Essays
2349 words (6.7 pages)

Essay on The Cultural Norms Of American Culture

- Media representation of what being feminine is can be persuasive and potentially harmful. Femininity and masculinity are spectrums, not categories that people simply fall into. However, this is how a lot of our media, stemming from the cultural norms of American culture, portrays them. They are cut and dry, simple definitions, and easy to recognize. Though since these ideals are only a representation of a small population of the public, this can become harmful when individuals feel as if they are outcasts....   [tags: Woman, Gender, Advertising, Masculinity]

Powerful Essays
1664 words (4.8 pages)

Analysis Of Jack Solomon 's ' Masters Of Desire : The Culture Of American Advertising

- Americans have long since depended on a falsified ideology of idealized life referred to as the American dream. The construct of this dream has become more elusive with the emergence of popular cultural advertisements that sell items promoting a highly gendered goal of achieving perfection. In “Masters of Desire: The Culture of American Advertising,” Jack Solomon states that ads are creating a “symbolic association between their products and what is most coveted by the consumer” to draw on the consumer’s desire to outwardly express high social standing (544)....   [tags: Gender, Man, Sociology, Masculinity]

Powerful Essays
1224 words (3.5 pages)

Representations Of Masculinity : Advertisements : A Way Of Doing Gender Essay

- Topic: Representations of Masculinity in Advertisements A way of doing gender Intro: Masculine images typically convey power, strength, , athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation. Such themes appear repeatedly in popular culture (including advertisements) and are often accepted by those who see them as natural aspects of the human condition. The subject of this essay is the representation of gender in advertising. The focus will be on the story that advertising tells about masculinity and femininity and how it models and idealizes certain roles and behaviors while ignoring others....   [tags: Gender, Masculinity, Male, Sex]

Powerful Essays
1066 words (3 pages)

Hypocrisy, Masculinity, And Masculinity Essay

- To signify masculinity, this Chevrolet advertisement portrays many hegemonic male ideologies, such as the ability to be attractive to women, love of the outdoors and extreme sports, and confidence. The advertisement compares these ideologies to an average, shy guy, who through using a Chevrolet truck can obtain all of these hegemonic male ideologies. The advertisement utilizes the “Lynx Effect”(Feasey,2009) and sought after hegemonic male ideologies, to suggest that men strive to increase their masculinity through consuming products that reflect male hegemonic ideologies....   [tags: Man, Masculinity, Gender, Male]

Powerful Essays
1183 words (3.4 pages)

Masculinity Dominance : The Construction Of Masculinity Essay

- “Masculinity Domination” Masculinity difference has played the important role in our culture. In the article “Having It His Way: The Construction of Masculinity in Fast-Food TV Advertising” authors Carrie Packwood Freeman and Debra Merskin are trying to grab peoples attention that food advertisements are going after men in general because men tend to like meat more than women. They are also comparing masculinity to eating meat. Meat and fast food restaurant industries don’t provide healthier food....   [tags: Nutrition, Meat, Gender, Food]

Powerful Essays
921 words (2.6 pages)

Masculinity And The Representation Of Men Essay

- Many ideas on masculinity are riddled throughout the pages of the September printing of Gentlemen 's Quaterly, or GQ for short. GQ is a men 's fashion magazine, and thus, cater to a predominately male audience. This paper seeks to examine the masculinity and the representation of men in the textual matter of the publication. There are a few reoccurring themes in which masculine concepts and men are shown in the men 's magazine. First, there is an overwhelming display of a conflicting concept that men should remain normal to stand out as a man....   [tags: Gender, Masculinity, Man, Male]

Powerful Essays
1470 words (4.2 pages)

Essay about Advertising and the Women's Movement

- Avoiding eye contact and cowering with her legs together, Aphrodite’s naked pudica pose in the Venus de' Medici ironically calls attention to the areas that she is trying hide, her breast and genitals (fig. 1). The futile attempts to hide her anatomy would be insignificant if not for the pudica’s contrasting counterpart, the male contrapposto pose, shown in figure 2. The nude male stands in a confident upright posture with his head held high and penis proudly exposed. In ancient Greece a man’s penis was a symbol of his strength, intelligence and authority, whereas pudica, “pudendus,” in Latin, means female genitalia and shame....   [tags: Advertising ]

Powerful Essays
1957 words (5.6 pages)

Essay on The Trap Of Advertising Advertisement

- The Trap of Advertising Advertising within the media has been a staple part of how consumerism works, it has been around for as long as the notion of reading and writing. However, it wasn’t until the early twentieth century that it became so mainstreamed across the america. Due to the creation of the television, motion pictures quickly became the most beloved thing in American. Instead of reading or listening to the radio, in those days it was revolutionary and became the newest form of media....   [tags: Advertising, Mass media, Gender]

Powerful Essays
990 words (2.8 pages)

Masculinity Reflection Essay

- What is masculinity. What does it mean, exactly, to be a “real man”. To put simply, masculinity is a socially constructed notion. It specifies how a man should look and act like based on social expectations. Being conventionally masculine includes being muscular and physically strong, being brave and dominant, never expressing emotion. The typical man enjoys sports, cars, and beer. But what if a male does not embody these qualities or enjoy these things. Is he still considered a “man”. In this reflection, the many nuances of masculinity are analyzed....   [tags: White people, Race, Black people, Racism]

Powerful Essays
1085 words (3.1 pages)