Rebecca Feasey examines the representations of masculinity within television adverts. Feasey explores the representations of masculinity in relation to the hegemonic order and social context. Society have a very narrow perception of masculinity were often many traits of the everyday man is disregarded which Feasey explores within her article. Unileaver’s Lynx range was Feasey’s choice for her case due to the brand heavily promoting themselves as a very masculine product. Lynx’s adverts have challenged some of the different models of masculinity but are still promoting a false, narrow minded view of masculinity.
Despite the variation of views, there is a universal definition of masculinity which can be seen throughout many academic texts. Masculinity is often defined by power, meaning the more power you have, the …show more content…
Lynx’s range of everyday men adverts uses males with average looks, build and dress to attract the average audience as the fantasies being played out seem more attainable. Lynx were going against some of the more traditional strategies of male grooming adverts where a male model is used which would be harder for the everyday male to achieve. The products in the advertisements were meant to show that the males could be average but once they use the product they have confidence and good looks in the eyes of woman – which is the main outcome of using the product, to attract women. Although Lynx have tried to challenge some of the social constructs, they have not tried to change the women’s role within the male fantasies - they still use young and attractive females who are used as objects or trophies for the males. One other thing which they have not improved upon is the role of the male, although now they are achievable in looks they are still not presented with any responsibilities for a family or even
Despite the variation of views, there is a universal definition of masculinity which can be seen throughout many academic texts. Masculinity is often defined by power, meaning the more power you have, the …show more content…
Lynx’s range of everyday men adverts uses males with average looks, build and dress to attract the average audience as the fantasies being played out seem more attainable. Lynx were going against some of the more traditional strategies of male grooming adverts where a male model is used which would be harder for the everyday male to achieve. The products in the advertisements were meant to show that the males could be average but once they use the product they have confidence and good looks in the eyes of woman – which is the main outcome of using the product, to attract women. Although Lynx have tried to challenge some of the social constructs, they have not tried to change the women’s role within the male fantasies - they still use young and attractive females who are used as objects or trophies for the males. One other thing which they have not improved upon is the role of the male, although now they are achievable in looks they are still not presented with any responsibilities for a family or even