What is it about?
This article deals with the different male representations or identities conveyed in a corpus of contemporary grooming ads addressed to a male audience. By jointly looking at the potential meaning of male images, their poses, and the use they make of gaze, together with what the language in the ad conveys about men who use such products, this article aims to unveil stereotypical depictions of potential male consumers.
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Why is it important?
This article is unique insomuch as it combines a pragmatic and semiotic analysis. In other words, it combines the analysis of language and images in order to identify the existence of any stereotypical depictions of how men who use grooming products are, act and can be defined.
Perspectives
This article is intended to make both academics, potential PhD students and people, in general, to reflect upon how the discourse of advertising constitutes an interesting place for the creation and confirmation of certain stereotypical views about men. More particularly, it is also interesting because it also helps identify the role women play when portrayed in ads in the company of a man. Last but not lest, this article aims to make us aware of the need to identify powerful sites, such as advertising, as responsible for the creation of stereotypes which do not always reflect men and women's roles in society.
Mila del Saz Rubio
Universitat Politecnica de Valencia
Read the Original
This page is a summary of: The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products, Discourse & Communication, December 2018, SAGE Publications,
DOI: 10.1177/1750481318817621.
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