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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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About the editor


Juan Rey is a tenured professor in the Communication Studies Department at the University of Seville, Spain. He prepared his doctoral thesis “The representation of masculinity in advertising discourse” in the School of Social Communications at the Catholic University of the Sacred Heart in Milan, Italy, and presented it at the University of Seville, where he obtained the Ph.D. Extraordinary Prize for his thesis. He also received a Ph.D. in Spanish language and literature with a thesis on Manuel María del Mármol, which won the prestigious Focus Humanities Award. Rey has published widely on topics related to men and advertising, including his most recent books The Feigned Man and Advertising and Society: A Round Trip. He has lectured widely and has been a visiting professor in Italy, Mexico, Venezuela, Chile, Ecuador, and Argentina.

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