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The Male Body as Advertisement

Masculinities in Hispanic Media

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Edited By 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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5. Obsessed Bodies: Influence of Advertising Male Models on Bigorexia

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CARLOS FANJUL PEYRÓ AND CRISTINA GONZÁLEZ OÑATE, UNIVERSITY JAUME I AT CASTELLÓN

This chapter considers the male bodies displayed in advertising for cosmetic, beauty, and fashion products, and analyzes how these images may influence one socially and become an enhancer in the development of a somatic psychopathology called bigorexia (an obsession with the cult of the body). Advertising, in its social aspect, is a powerful representative of values and benefits that are associated connotatively with products, brands, and images, which in turn become symbolical mediators in the attainment of those afore-mentioned values and benefits. In this sense, the commercial promotion of the male body has grown exponentially in recent decades, showing sculptural and beautiful models to which the products and brands that they carry or wear, allot them an idealized aura of status and success. These male models are socially internalized objects that serve an aspirational status whose approach will give the subject the opportunity to get closer to that dream world of happiness and well-being. But this interest in attaining the perfect body, socially established, can become an obsession in subjects with low self-esteem, who are immature, or have psychological problems; these groups see in the cult of the body and muscle development a solution to all of their problems.1

Social Values and Body Worship

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