What is masculinity?

Who doesn't like to have nice body shape? This is the reason why there has so many fitness centers out there, the community who crave for the muscular body is the one advertising industry really aim at. Advertising creates the term of 'masculinity', it is not merely the body shape, but the attractiveness that men can catch opposite sex's eye balls. Men, you would become popular, and welcomed by girls! Yes, exactly, this is the global stereotype that advertising has successfully create.

Nothing much to argue about this masculinity indeed. I have read some great resources about the notion of masculinity. I would like to analyse an ad in order to give in-dept understanding about how the current ad depicts the sexual message.

Well... I think it is an interesting ad to study. Obviously, in first sight, it is advertising Adidas casual shoes. Undoubtedly , the most significant sign in this ad is the Adidas logo, and likewise, it is well placed in the center. As I have mentioned, masculinity is not solely representing muscular body, but also the sign attractiveness the advertisers like to highlight and bring out. So, you would not be able to see any man with impressive six pack or V-shaped upper body.

Generally, the Adidas casual shoes and long jeans are the great combination of casual wear for most generation Y. At least, I think I am one of them. However, high heel shoes is the symbolic wear of upper-medium income working ladies. In addition, the lace underwear is the sign of lady's sexiness. In reality, woman would not be attracted by men with this kind of apparel, unless you are a celebrity. Perhaps the man who wears this shoes is freaking handsome. However, we don't see any portrait in this ad, it is merely showing the shoes. Therefore, no matter who the man is, girls would only take notice of his shoes in their first sight. The copywriting 'The First Thing She Notes Are Your Shoes' connotates that the shoes make the woman has positive impression- his masculinity affirmed.

Last but not least, this branded shoes has the power to animate a still life in a surreal transformation from object to human being in this consumer society. The another issue I would like to discuss about the lady takes off the lace knickers, reflecting the pejorative sexual message- woman is depicted into slattern. Nonetheless, the power of masculinity become higher thanks to this way of advertising.

In conclusion, sexual advertising likes to satisfy male viewers' desire through this kind of ironic method in order to grab society's attention. Well, it is worth to think of what if this ad published in Malaysia. The problematical question comes to my mind: Is this kind of ad about problem-solving or troublemaker in our society?


Resources:
Chaos (2010) imgfave: The First Thing She Notices... Are Your Shoes. Available at: http://imgfave.com/view/835976 [Accessed: 6th Dec, 2013].

Schroeder, J.E. & Zwick, D. (1999)  Mirrors of Masculinity: Representation and Identity in Advertising Images. [Online] Available at: http://www.yorku.ca/dzwick/CMC_Mirrors.pdf [Accessed: 29th Nov, 2013].