Since the 90’s we have seen more and more images of men bodies displayed as desirable objects or even used in a sexual nature by the media. Men of certain types of bodies have become commodified.
Well built toned body, no trace of hair (new men), good looking and sex appeal men have been used in ad’s to sell products. The world greatest sportsmen such as David Beckham, Cristiano Ronaldo and recently Rafael Nadal have strip down for Italian designer Giorgio Armani’s underwear range Emporio Armani.
The idea of macho man no longer used, huge muscle and hairy. But the uber sexy or new men is used, the men who have a boyish look and who take care of themselves, by manicure, pedicure, wax and visit the salon. The idea of men has changed and metrosexual men is the new men.
Most of the ad’s done by men are targeted at women, because they use sex appeal to sell their products. Men are not afraid to bear it all to sell products. Semi-nude is the new sexy!
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