final draft

Guadia J Azize
instructor:Magdalena Bogacka
English 101. 0800
September 16th, 2010


Who would have thought, that men had the capacity to generate so much fuzz about their sexual and yet, manly appearance. A concept that has fueled an inclination to incorporate this new marketing frenzy in sport commercials and consumer- product advertisements in this country alone. I just referred to what Bordo stated in his opening statements on (pg.169). Men have asserted themselves as marketable, sexually appealing , and intelligent artistic beings. as Bordo puts it in "beauty(re)discovers the male body" "fashion has taken the lead." This resonates with the discussion i am going to embark on, as it relates to a specific ad which i picked out to demonstrate what it is that this particular ad illustrates , aside from the obvious(Polo Blue Ralph Lauren men's fragrance). Sometimes you have to read between the lines figuratively speaking to decode the subliminal message being marketed along side the product (cologne) itself. The ad conveys the "leaner" quality of masculinity through the model's swaying posture as he sits, resting his right elbow on his knee; all while a firm and defiant stare finds itself on the model's face. A depiction that is wonderfully marketed to get the consumers' attention ; ultimately offering them a reason to buy the product. I will point out the main characteristics that caught my attention in this ad : the models appearance; the blue shirt, more significantly the hidden meaning of the color (blue); and the background setting where the action takes place.


One of the main features that makes this ad jump out at you the minute you glance at it, without a doubt, i would say is his looks. He looks mild in temper and yet, ready to conquer the world a the thump of a heart beat. If one could peer through his eyes you would see neatly shaped glazing pair of stars mesmerizing the wondering curiosity of any, who dared to engage in a staring competition. And as you keep looking, you realize he is not one bid intimidated.On the contrary, he is absorbing everything in as if to say (is that all you got!). His hair on the other hand displays stylish waves of interweaving subtle texture , while appearing wild and unsettling, as it shakes your composure and then you stop for a moment to catch your breath only to learn you were hit with prevailing winds casted out from his whirled silky hair. The models skin radiates a masculine aura that contains substance and maturity ; especially through its tanned appearance reflecting color and meaning to the model's vibrant image, loudly coming out of the ad and proclaiming (you can look like me if you buy my product). moreover, his height shows stature and dominance towering over his would-be -competitors, suggesting greater marketing influence over the paying-public. As you will find out, appearance is just one of the driving forces selling masculinity to the consumer, for i will dedicate my next observation on a significant color (blue) symbol which i will correlate with being masculine.


bryan, payton referes to LOS ANGELES-based shoe designer, GEORGE ESQUIVEL in "make the shoe fit: jeans are casual. but don't be casual about matching your footwear." ( men's health) Oct. 2010: 100. citing, pairing jeans with shoes is all about balance. which buy the way is the source for my ad. The point I'm trying to make is, the color" blue" is popular and fashionable for both urban and suburban men alike. Whether you are to wear a MACY'S navy blue suit to attend a business matter, or casual blue jeans preserved for an outing with your friends. You can not escape its aesthetic appeal. one in which the men in uniform have chosen to represent their masculinity in a very professional, athletic and artistic way. In times square, you see a substantial amount of men wearing the color blue, all dressed in uniform; and what organization other than the new york city police department gives you that impression. The unique color has come to signify honesty, orderly, bravery, and most of all, respect; the same characteristics resembling the appearance of the model in my advertisement ad. There is something peculiar about the color that makes a police officer as well as the model in the ad masculine. maybe the color gives the skin underneath the blue shirt , visibility and an inviting gesture to the gazing eyes. Or could it be its hypnotic way of seducing the audience; or the unnerving nature that can be unleashed any time to tame the rebellious heart. What ever the reason , This color has permanently placed its imprint as a symbol representative of masculinity. Suggesting that it is okay for men to be dressed in blue. As a result it has become a fashionable statement, that men has accepted as being part of their dress-code. even the new york football giants, when kicking a field goal , the sports announcer, emphatically, calls out the words "true blue" insinuating victory ,hope, and winning attitude. These are the connections i make with the model in the blue shirt and being masculine. further more i will discuss the other characteristic that i have not touched on yet. Which is the back ground setting that makes the colors stand out and where the action takes place.


The background setting shown in the ad is a perfect compliment to the color patterns selected to give this illustration life and energy. I like the way the atmosphere, surrounding the ad, blends flawlessly; with the pale-white and fading-blue colors. And how the sea reflects that image as it looks passively obedient; anticipating any change in the weather that would interrupt its tranquility; a description that best fits the model in this ad. Someone who is calm and collective , but eager to show his god-given-talent of his artistic display, attract the intended consumer without having to say a word, which is reflective in his demeanor. The setting tells a story of a man who enjoys the out-door activities, such as walking through the park, cruising on a boat in uncharted waters, having a romantic outing on the roof top of a building. And engaging in breathtaking pursuits of wild animals in unexplored landscapes. The setting also gives the impression of a man who is a risk-taker with an out-going personality and reassured of his sexuality, a personal attribute vividly displayed in his aesthetic presence.


I foresee a bright future for male-models in the advertisement industry as well as in the entertainment industry. This is a phenomena that has sky-rocketed to unprecedented levels, as i have explained through out my observations on how masculinity is incorporated to sell the product (cologne). Men have been given a formal, aesthetic platform to act out their roles as models for marketing advertisements and as innovative entertainment artists. It is no longer a taboo to use men as provocative characters in male magazines or Hollywood movies as long as the majority of the public demands it. Our culture, in many ways, has adapted to the social changes that is still taking place. Men can be macho and sensual at the same time. we are living in a culture that is very competitive, therefore, you have to keep up with the new fashion trends being implemented, that is ever changing the way men are perceived by the buying public. Men have become obsessed with the way they look; to land job;to feel desirable;and to appeal to their sexual preferences. All and all, this ambitions keep men on their toes, looking for ideas to give masculinity a marketable edge.