Compare and Contrast

Advertisements & The Male Figure

Doris Shonobi

9/12/12

When society imagines the male gender images of sports, guns and muscles come to mind. Over the years we have built up such an image and it doesn’t seem to be fading. In the current age we are in now the world of advertisement has encouraged and confirmed what society already knows and has unconsciously learned.

Most men relate with commercial advertisements. For example, the Gillette Company shows an commercial where a attractive man, half naked with big muscles surrounded by good looking women is shaving with the “ultimate razor”. The commercial puts it out there that any man who uses this razor will also be surrounded by women. The image of men has been built up by advertisements representing stereotypes. This creates the mindset of dominance created for men.

The influence of advertising has a strong affect on men. A study by Richard H, and Darrel Meuhling showed that boys tend to be strict in their opinions of any type of leadership shown by girls. However, it was also found that there is a factor of social risk involved with both boys and girls, who wish to take the opposite gender role. This becomes important as boys and girls grow older as their loyalty to their gender becomes clear.

For example, when you see a advertisement for a video game, it contains violence and blood. These types of games show men dressed with armor and what not. The characters placed in the video games sometimes say violence related statements.

Alcoholism can also be related to masculinity. Liquor or beer commercials usually show a group of men enjoying themselves while drinking. Meanwhile, in reality young men tend to get drunk to have a good time without thinking about the consequences.

Male authority play an important part in masculinity. Advertisements such as sports cars name themselves as the smartest, best looking cars built. Commercials sometimes show when a family goes to a restaurant the...