2480476 susan bordo jas
TRANSCRIPT
Susan Bordo (Re)discovers the Male Body
Running Head: SUSAN BORDO (RE)DISCOVERS THE MALE BODY
Susan Bordo (Re)discovers the Male Body
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Susan Bordo (Re)discovers the Male Body
Susan Bordo (Re)discovers the Male Body
Introduction
“Sex sells” was the general notion that was put forward by popular cultural consumer
marketers in a time when the baby boomers were making more money then they could find
ways to spend. In order to lure them to try and buy their products, frequent use of female
models became a norm. But after sometime the female models lost their charm and some
Einstein came up with the idea of introducing sex appeal in the ads. It all started with
showing some females scantily dressed modeling for some products which can not be selled
otherwise, but with the passage of time the practice spread over to the product lines which
could easily be sell without unnecessary exposure. Male models showing their bodies
wearing little or no clothing is a relatively newer concept and started in 1990s. Since then
number of men pursuing physical perfection has increased to a record high. Now they
account for a quarter of all cosmetic-surgery patients. Health magazines for men (advising
about diet, workout and often beauty) are thriving.
Using Nude/Semi-Nude Models in Advertising
Historically different explanations have been provided by advertising gurus about
showing partial or complete nudity in ads. Some argue it is a metaphor for the inner beauty of
a self, whereas some say that it is a representation of one’s self-actualization. Psychologists
believe that the purpose behind this excessive use of sex appeal in ads is more subliminal and
it intends to remind a human being about his/her primitive carnal desires, and in the process
create a niche for the product advertised.
Here we will provide some print ads from various sources and will try to analyze
whether they reflect any racial or gender stereotypes and cultural/aesthetic norms for males
and females or do they defy these stereotypes and norms?
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Susan Bordo (Re)discovers the Male Body
Ad # 1
This ad from Dolce and Gabbana is a supreme example of a broad spectrum
antibiotic. It has tried to attract both heterosexual males and females and homosexual gays
and lesbians alike. Historically Dolce and Gabbana had the reputation of a brand for the gays
only but the current increasing share of straight individuals has forced the brand to revisit its
positioning. Notice the rugged male with hairs on chest, the washboard abs of the other guy
and the puppy-dog looks of the youngest guy. All of them are enticing different interest
groups.
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Susan Bordo (Re)discovers the Male Body
Ad # 2
This ad from Axe deodorant is an attempt to lure the men with common Joe looks to
use the product which will transform them into the hottest irresistible hunk in the town.
Traditionally ads from Axe use show-little-hide-little strategy and the ad reveals in self-
imposed limits but the suggestive graphical nature and the copy lines in the ads tell the whole
story. Take a look at the copy line in this ad “it can happen any where”, also notice the
impression of a steering wheel on the model’s back.
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Susan Bordo (Re)discovers the Male Body
Ad # 3
Perfumes and fragrances are the biggest users (or abusers) of the sex appeal in their
advertising. 99.9% ads of perfumes use this particular appeal one way or other, either
blatantly or suggestively, either vulgarly or artistically. Notice the unnecessary use of a
female model in a “fragrance for men” ad. Also take into account the placement of product
and the suggestive nature of the word “fragrance” in the respective context.
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Susan Bordo (Re)discovers the Male Body
Ad(s) # 4
Both of the above ads clearly stereotypes men and masculinity as a property of users
of a particular brand only (Calvin Klein in this case). Calvin Klein is regarded as one of the
firsts to dare using semi-nude male models for their ads. Notice the near-to-perfect bodies of
the gentlemen above and the shared intimacy and submission of the woman in the first
picture.
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Susan Bordo (Re)discovers the Male Body
Analysis of the Ads
The above presented ads are prime examples of current material mentality of modern
day marketers. The sole focus on the external beauty of an individual is a clear cue of the
intention to stimulate the darkest fantasies and emotions. The suppleness of female flesh and
her vulnerability were the basic characteristics depicted for the viewing pleasure of men.
Whereas, it is the rugged and macho looks of young male models which is the centerpiece of
other ads.
Sadly, one has to admit that these ads have not tried to break any stereotypical views
about the masculinity or femininity; in fact, they have tried to reinvigorate the older concepts
in the minds of audiences. The inference can easily be summed in a single sentence that
instead of being “iconoclastic” in nature these ads are supreme examples of “conformism”.
Susan Bordo on the Issue
For the better part of the last century men have never been scrutinized by the opposite
gender in the way they have been doing it to their opposite sex. Bordo raise the questions like
aren't women attracted to men's bodies? Doesn't masculine beauty matter to women? Then
she denies the long standing general agreement among evolutionary psychologists that
women always overlook a man's beauty in favor of his deep pockets. She argues that now as
most women work and the salary gap is decreasing consistently women also now looks for a
handsome potential mate.
She has shared with us that at a time when her male contemporaries were enjoying
Playboy, she had reached puberty without ever seeing a male’s genitals. And it was in 1995
when Bordo first saw a Calvin Klein ad, with a lean and jovial youth scantily clad in his
underwear only, in New York Times Magazine. In Bordo’s opinion it is healthy for women to
follow examples set by men of ogling and gazing the opposite gender’s beauty.
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Susan Bordo (Re)discovers the Male Body
Bordo has explored how these ads have caught most men in a "double bind" and how
they question themselves now, whether a man can be beautiful and still be masculine.
In her opinion these stereotypical ads have created an ideal persona in the minds of
both men and women, she says "Obsessively pursuing these ideals has deprived both men
and women of the playful eros of beauty, turned it all into constant hard work." (Bordo, S.
The Male Body: A New Look at Men in Public and in Private. (2000). Farrar, Straus and
Giroux). She knows that we all are imperfect physically and get older and she says that this
image-oriented consumer culture is making huge profits by highlighting to us our apparent
physical imperfections.
Bordo shifted her focus, with The Male Body, from looking at a female body to
looking at her male counterpart from a female perspective. She has also analyzed the
representation of man and male body in modern day modes of communication like movies,
advertisements and literature, disclosing that concerns over physical form and beauty are not
restricted to women only but recently are of same significance for men also.
Susan Bordo has tried to explore what male beauty means to men themselves, and
also to their female counterparts. Psychologists and scholars have written a number of books
on masculinity and we have countless examples of the same on different aspects of
femininity.
Comparison between the Inferences drawn from the Ads and Bordo’s Findings
Surprisingly, the inferences we have drawn from the aforementioned ads are
consistent with that of Bordo’s views. The findings, about the increasing interest of both the
genders in appreciating the other sex’s bodily beauty, from both our side and the Bordo’s are
similar to each other.
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Susan Bordo (Re)discovers the Male Body
Conclusion
Advocates of sex appeal argue that for certain products sex is the only appeal which
could be used. If we agree to their opinion it gives a reason to products like Victoria Secrets
only to use this appeal but we have seen other consumer products from Coke to Pepsi and
from Mercedes to Ferrari using the same appeal without any logical explanation other than
“sex sells”. Even porn producers show a warning to minors in their productions but these
consumer companies do not even consider the age of their viewers while showing blatant
scenes of nudity. It is time that groups like Consumer Watch and others step forward and
demand legislation from the Senate about this issue.
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