The stereotypical representations of masculinity - the “six pack,” “square chest” and “big arms” - have been questioned by contemporary advertising in the male grooming industry. Although the rise of metro- and lumbersexualities has mirrored the shifts in social perception of masculinity, such shifts miss the myriad versions of existing male identities. Lynx- a male grooming company – utilizes a diverse range of male figures within its latest advertising campaigns, so that ordinary people could identify with some of these. While the previous ads overwhelmingly portray male figure as average white, clean-shaven and heterosexual, the new “Find Your Magic” ad released in 2016 gives an alternative point of view on ‘being a man’. It utilizes
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It seems clear to see in the ad that the different forms of masculinity are constructed by the dominance over women. In the first scene, while the white young man chats with his date in a car and receives admiring glances from the girl, he turns his head to the camera with a confident smile. Such action suggests that the man’s confidence as being unique individual is built upon the admiration and sexual attraction from the woman. As the ad continues, the image of a man walking proudly on the street in his stylish suit while receiving attention from the girl walking pass him, and the scene of man sitting in the wheelchair spinning with his girlfriend both demonstrates a similar idea. The men in the ad all seek to attract female attention to achieve their sense of confidence, rather, sense of approval. It is the females’ attention that constitute their unique representations of masculinity. More evidently, the ad shows a woman having orgasm on bed while no male image is shown. By only projecting a woman in front of camera, the ad clearly tells that different forms of masculinity can all be achieved through the sexual conquest over women. The idea of masculinity is constructed by the dominance over women. Thus the ad strongly reveals the patriarchic ideology and subordinate treatment of
It seems clear to see in the ad that the different forms of masculinity are constructed by the dominance over women. In the first scene, while the white young man chats with his date in a car and receives admiring glances from the girl, he turns his head to the camera with a confident smile. Such action suggests that the man’s confidence as being unique individual is built upon the admiration and sexual attraction from the woman. As the ad continues, the image of a man walking proudly on the street in his stylish suit while receiving attention from the girl walking pass him, and the scene of man sitting in the wheelchair spinning with his girlfriend both demonstrates a similar idea. The men in the ad all seek to attract female attention to achieve their sense of confidence, rather, sense of approval. It is the females’ attention that constitute their unique representations of masculinity. More evidently, the ad shows a woman having orgasm on bed while no male image is shown. By only projecting a woman in front of camera, the ad clearly tells that different forms of masculinity can all be achieved through the sexual conquest over women. The idea of masculinity is constructed by the dominance over women. Thus the ad strongly reveals the patriarchic ideology and subordinate treatment of