Susan Bordo (Re)discovers the Male Body 1

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

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?

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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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.

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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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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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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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.

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.