The following Calvin Klein underwear commercial was shown during the 2013 SuperBowl. It is natural that companies target SuperBowl as a prime-time for showing advertisements. However, that is not the problem. The problem is that most, if not all, advertisements or commercials associated with men take similar approach. There is nothing crucially wrong with underwear advertisements that host men with perfect body proportions, dream bodies, handsome facial features and whatever a man could possibly ask for. I am not necessarily saying that such advertisements are wrong. However, the point I am trying to get across is that advertisements are advertisements and models are models. Because the media flashes images of perfect men, both men and women who are constantly exposed to such media is brought to think that all men are supposed to look in such ways. Advertisements portraying masculinity can leave consumers of media with wrong impressions of what their standards should be.
Masculinity portrayed in advertisements not only give men false impression of physical characteristics, but also the impression that looks are always associated with social life. Going directly to the point, the primary interest of men in their late 10s, 20s and even 30s are without doubt women. The two fragrance television commercials for Guess and Dolce & Gabbana give men false impression of the link between masculinity and their love life. Both male models that are showed in the advertisements share certain physical characteristics in common: perfect bodies, tall and big bodily figures, gentle and chic atmosphere, and noticeably handsome faces. It is hard to distinguish whether or not these companies are trying to sell their product, or trying to sell the idea that "you have to be in a certain way to get girls."
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Are the producers of such advertisements to blame? I believe that the answer is no, and I think not that many people would say that the traditional standard of masculinity was created by modern advertisements. However, what is true is that "aesthetics among men" became much more serious in the 21st century than any other period in history. As shown in above advertisements about underwear's and fragrances, stylish men are winning the fight against robust and rough men. Beauty used to be something that is closely associated with women. (I am not trying to say that it should be so please don't get me wrong) However, in the 21st century, men take physical looks much more seriously than they used to. As consumers of media, it is absolutely necessary to think about the effects of such gradual change in society. Are we living in ways that benefit certain companies, such as Guess and Dolce & Gabbana? Are we consuming the media or is the media consuming us? Such questions are to be carefully contemplated and thought about before we think about masculinity and what it is to be men.