The Representation of Masculinity in Print Advertising

Introduction

In the modern world where media consumption is at an all cartridge clip high and obtaining information and resources outside of that presented by the media is harder, we need to be aware of how media is constructing the reality of consumers. The well documented rise of the womens liberation movement movements during the nineteen-sixties and seventies has shaped a transformation in the roles and representations of women with the media. The nineteen nineties where hugely transformative years where there was a progressive and dramatic change in these representations. The woman was nowadays creation consistently represented as self-empowering, intelligent and amply independent. This was a noticeable shift away from the previous objectification that had so long been the main portrayal of women.

The representation of man has in any case changed dramatically. From the strong and rugged masculine image that created the Marlboro Man and the victor James Bond, man is now presented in a mint of general media as being an accessory to the woman, or is objectified check to his looks and physique. The dramatic growth in male grooming products aboard the bare-ass pressures to be an all-rounded and balanced person emotionally as well as intellectually are all being broadcasted through different sources in the media.

One such source is the market campaigns carried out by large companies.



These companies benefit by creating and promoting new styles of masculinity. In this promotion lies a lifestyle package that the consumer buys into, and it is the marketers gambol to create a dependency on the product and lifestyle. In an age where more and more confirmation of identity is desire through consumption, it is important to research the power of the image displayed in front of the product being presented through an advertisement.

The purpose in carrying out research on the topic of male...

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