Masculinity Exhibited in Advertisements - Essay Example

This "Masculinity Exhibited in Advertisements" essay outlines masculinity depiction in different ads. The days of dry statistical display in advertisements are gone. On going through centuries of developments encompassing several ups and downs, like pre industrial revolution, post industrial revolution, Great Depression of World War II, advertisement has grown to adopt story-telling as the finest form of its execution, in which culture and gender occupy key roles.(O’Guinn et al, 2009) The motivation research being carried out in the field of advertisements by several business concern still have their vigour.

The types of media have also grown exponentially to keep the consumer populace at its grip. Through ages culture is the soul of advertising everywhere. The dry depiction of mere information gave way to pictorial display of youth especially women. For many decades women played the core of business advertisements even to promote sales of products that were purely for men. The advents of lesbianism and gay culture have introduced the knack of understanding what gender means really in a business society.

Masculinity was felt need not be kept behind the screen for a long time. Men are pictured either as care taking father/son or as anarchic, seducers, warriors and rogues with extraordinary physical strength and pomp. However, certain advertisers depict men with both pomp and responsibility bearing appearance. No more rebellious images are mixed with this type of responsible bearing men. In the contemporary image of masculinity, the idea of a caring, loving and gentle man is not a taboo but integral in the current image of masculinity.

RALPH LAUREN: Ralph products are of course, very nice that they provide a sense of different feel at different timings. This aspect is mainly centred on the quality of the product; however, the advertisement team had brainstormed to inculcate this factual information into the minds of consumers with hectic experiments. A close look on the Polo advertisements of Ralph Lauren would reveal the hidden facet of womanliness in man. If you imagine a young woman wear the same costume, then also the product would look very nice.

This type of opposite gender attraction has tactfully been employed in the advertisements of Ralph. Fashion and beauty no more enjoy the sole propriety of woman hood. Ralph had cleverly combined the flair for fashion with the taste of tradition. Even in the designing of women’s wear, Ralph Lauren added the Polo logo. The loosely cladding belt in this advertisement provides a mere manly look to the product. The Polo logo in women’s wear had tremendously attracted women too and made a great hit.

Usages of masculine tint in his advertisements for women’s wear have effortlessly fetched greater results. Ralph Lauren’s advertisement for men’s wear invariably hinted men’s quest for soft touch, while loudly exhibiting the toughness of masculinity. This was made possible by way of underpinning womanliness inherently running inside every man. Likewise, women’s wears were advertised with men’s touch. A perfect blend was meticulously calculated and harnessed in the advertis