Advertising cultural industry and masculinities From discrimination to cosification

Abstract

The mixture of visual and/or sound resources with which an advertising message attracts people's attention, arouses the curiosity of the public about the message being advertised and drives identification with the image of the advertising models; In this creatively constructed reality, emotions are manipulated to impose fashions and boost consumption, transgressing the image of the human figure by being converted into an object-subject of advertising, and then transformed into the desire of consumers.

The cultural advertising industry has contributed to the reproduction of behavioral patterns that the patriarchal system imposes on men, since they are frequently presented as power figures and in situations of domination, however, they are also discriminated against by the class consumer society, racist and sexist. This text presents a reflection on the treatment of the male image in advertising, considering the gender perspective with a focus on masculinities, in a social environment that promotes gender equality and the recognition of diversity.