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The Male Body as Advertisement

Masculinities in Hispanic Media


Juan Rey

The Male Body as Advertisement: Masculinities in Hispanic Media offers a multidisciplinary view of the body of men, of its practices and attributes, of its features, and, most importantly, of its use as a persuasive and expressive resource. Just as it occurred with the female body, the male body has become an object of desire in some instances and an object of expression in others.
This collection of essays represents several developments in the field of communication studies. It is the first time that a study on the body of men in the Hispanic media has been carried out using film, television, internet, billboards, and so forth. This book also equates men to women in the media world. Lacking its own tradition, the male body has followed in the footsteps of the female body. It has been objectified, stylized, and transformed into a weapon of persuasion to reach the modern man.
The Male Body as Advertisement can be useful for students of communication, anthropology, sociology, gender studies, and cultural studies. It will serve graduate students as a bibliographic reference for research on the male body as well as undergraduate students whose programs address issues related to gender studies. This work is also written to reach a wider audience beyond the university.
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Library of Congress Cataloging-in-Publication Data

The male body as advertisement: masculinities in Hispanic media / edited by Juan Rey; translated by Francisco Uceda.pages cm. — (Masculinity studies: literary and cultural representations; vol. 5) Includes bibliographical references.1. Sex role in advertising—Spain. 2. Sex role in advertising—Latin America. 3. Men in advertising—Spain. 4. Men in advertising—Latin America. 5. Masculinity—Spain. 6. Masculinity—Latin America. 7. Hispanic American mass media. I. Rey, Juan.HF5827.85.M35 659.1’0455211—dc23 2015003312ISBN 978-1-4331-2837-0 (hardcover)ISBN 978-1-4539-1442-7 (e-book)ISSN 2161-2692

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

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