In her essay “Beauty (Re)discovers the Male Body” Susan Bordo manages to recognize an underlying fundamental change in society’s attitude towards advertisements and specifically sees that unfold in the growing shift towards male sexually oriented advertisements with the presence of feministic qualities. In addition, the pace at which society now moves thanks to the rapid changes in technology has made Bordo’s claims challenged as society has become more informed and adept to ongoing cultural changes that exist within the way advertisements are constructed. In order to understand Bordo’s claim, two sexually oriented advertisements will be analyzed in detail.
To understand Bordo’s claims, its essential to understand her article “Beauty (Re)discovers …show more content…
They are the ones that would buy their advertised product as they do most of the everyday shopping for the household. Conventionally speaking a majority of advertisers use nude female models to sell products. However, Kraft chose to break the traditional stereotype of using females and use males instead. A theme that plays in this advertisement is that “sex sells” and Kraft believes that this notion can work in this setting and enable them to effectively communicate with their …show more content…
In their advertisement, an image of a man putting on body soap while showering is being compared to the image of a woman dirtying herself with whip cream. Both the man and woman have their eyes shut and heads in the same position. The way both of their mouths are positioned, slightly open with a bit of smirk, suggests a sense of comfort and relaxation. Although both individuals in the advertisement fail to meet Bordo’s criteria of a rock or leaner, they both would lean closer to being considered a leaner as both the man and woman illustrate signs of seduction and reveal feministic vibes. In addition, both individuals in the ad are holding their products in the same position and are releasing the content of their product on the same location- their chest. It happens to be less of a privacy thing for the man as it is for the woman as she manages to cover enough of her chest to not expose her breasts. The dark background in this image allows for a bigger focus on the two individuals in the advertisement, as the spotlight is more on
To understand Bordo’s claims, its essential to understand her article “Beauty (Re)discovers …show more content…
They are the ones that would buy their advertised product as they do most of the everyday shopping for the household. Conventionally speaking a majority of advertisers use nude female models to sell products. However, Kraft chose to break the traditional stereotype of using females and use males instead. A theme that plays in this advertisement is that “sex sells” and Kraft believes that this notion can work in this setting and enable them to effectively communicate with their …show more content…
In their advertisement, an image of a man putting on body soap while showering is being compared to the image of a woman dirtying herself with whip cream. Both the man and woman have their eyes shut and heads in the same position. The way both of their mouths are positioned, slightly open with a bit of smirk, suggests a sense of comfort and relaxation. Although both individuals in the advertisement fail to meet Bordo’s criteria of a rock or leaner, they both would lean closer to being considered a leaner as both the man and woman illustrate signs of seduction and reveal feministic vibes. In addition, both individuals in the ad are holding their products in the same position and are releasing the content of their product on the same location- their chest. It happens to be less of a privacy thing for the man as it is for the woman as she manages to cover enough of her chest to not expose her breasts. The dark background in this image allows for a bigger focus on the two individuals in the advertisement, as the spotlight is more on