Representations of

Masculinity in Advertising

A study of imagery used to sell men’s fragrances

Defining the Object:

Images used in campaigns of men’s fragrances

Interested in image of ‘man’, not looking at images that use only a woman to sell the product

Not images used in his/her combinations

(dual target audience) Where possible full page

advert

Instances:

Characteristics:

1. Perfume being advertised2. Company3. Amount of Subject shown4. Nudity

clothed/shirt partly open/ shirt open/shirtless5. Angle of stance

Front on = 0 degrees, Profile = 906. Gaze/Eye contact7. Facial Hair:

Clean/Stubble/Full Beard or Moustache 8. Hair Style9. Colours

Grey scale/colours used

Would like to include perfume sales, or advertising size… but having trouble finding the data ….

Visualisation 1: Popularity of Facial Hair

Visualisation 2: Gaze of Subject

Analysis

Visual contact = demand Lack of visual contact= offer(http://geektohunk.wordpress.com/) down = position of power directly = relatable

Therefore 47.1% of the images use the same tactic of placing the subject of the image in a position of power with visual contact demanding that you interact with them.

Visualisation 3: Amount of Subject shown vs. Angle of Subject

Analysis

frontal angle = involvement with the viewer oblique angles = detachment close = strong social relationship Further away = impersonal

(http://geektohunk.wordpress.com/)

Images that are shot from further away, compensate for this distancing between represented participants and viewer by having the model front on.

Ways of Categorising Information1. Styling of subject

2. Relationship between viewer and subject

3. Sales/perfume style