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Diane Barthel

In: Men, Masculinity, and the Media

Chapter 10: When Men put on Appearances: Advertising and the Social Construction of Masculinity

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When Men put on Appearances: Advertising and the Social Construction of Masculinity
When men put on appearances: Advertising and the social construction of masculinity
DianeBarthel

Advertising invites us into a privileged, exciting world of appearances. Advertising conveys information, but that is just the beginning. Some critics, in fact, believe it embeds its limited information in a whirlpool of disinformation. The more claims are made for a product, the more this seems to be the case. Simple bits of hardware, for example, are adver-tised with brand name, small illustration, and price. But other products aim at a more abstract form of construction, namely self-construction. This chapter examines how visual and verbal symbols are used to construct images of masculinity and to associate these images with specific products.

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