The Rise of Male Vanity

In men's advertisement today, many advertisers have noticed a trend towards male vanity. Earlier, it was thought that this market should be geared only towards women. With an increase in the awareness of the male body in the media, advertisers are now really starting to zero in on this new group. I found two particular advertisements for Redken and Nautica to be particularly interesting. Like Susan Bordo, writer of "Beauty (Re)discovers the male body", I noticed some key elements in strategies used to market towards the average heterosexual male in America. I am starting to become aware of the male species' presence in beauty and fashion industries from the viewpoint of a young, American, heterosexual female. Evaluating these marketing approaches makes me aware of certain aspects advertisers try to imprint on their targeted audience, on how the "real" American male should dress, think and live.

Growing up in today's society, the constant site of sexuality in both female and male forms has become the norm for me. Sexual appeal in the media really started to increase in the late eighties, the time I was born. Being raised and seeing these images every day has given me a different outlook on what is considered a shock in terms of sensual limits. In her article, Bordo writes about viewing a revealing Calvin Klein stating, "...that seemed to reach to me...and provoke me into erotic consciousness, whether or not I wanted it" (168). Bordo is implying that the scantily clad young man had such a profound effect on her she couldn't control her feelings. The sight of such a figure was a complete shock to her. Only recently Bordo, an older woman, is beginning to notice changes in the media. Due to the fact that I have become more used to it, I am not as shocked. I find nothing out of the ordinary with seeing a near naked male displayed in public. A difference in experience and expectations in our lives has made us react to the same advertisement in a very different way.

The first advertisement I decided to evaluate is for a men's hair color system. Although hair coloring products are typically geared towards women, this ad makes up for the femininity by disguising it with masculine names and adjectives. The product is named "color camo." It claims not to dye hair, but to "camouflage" it, "take gray hair undercover" and "pump it with strength and shine" ("Redken"). The descriptions used ensure the users of the product that what they are using is in no way womanly. They are not coloring their hair; they are effectively tackling a problem just as they would in any other aspect of life. "Many other advertisers capitalize on such motions, encouraging men to take care of their looks, but reassuring them that it's for utilitarian or instrumental purposes" (Bordo 190). In the Redken advertisement, large, bold lettering states that the product will "phase out the gray...professionally." By assuring men that using this product will contribute to a more executive, high power look, they are justifying the need for male vanity. As Bordo explains, if a product is given a manly look or feel, it is ok for a heterosexual male to use and not feel feminine (190).

Similar to the Redken advertisement, an advertisement for men's clothing offers an example of the ideal American man ("Nautica"). The advertisement consists of four pictures of a man in everyday scenarios. In the top two pictures, the all American man is seen dressed in a professional shirt and tie and in casual weekend clothing. In the business attire, he is wearing intellectual looking glasses, staring into the side as if in deep thought. In the more casual setting, he is seen again in deep concentration playing all American football. In the bottom half of the page, the model is again photographed while doing activities, seemingly unaware of the camera. In our society, it is only acceptable for a man to be photographed in action. A real man should not care about his looks or beauty; he should concentrate on accomplishing the tasks on hand (Bordo 191). In one picture he is steering a boat. In the corner are the words "Navigate Life." There appears to be his wife and daughter watching him steer. A flag, though blurred, is visible waving in the background. It seems as though Nautica is telling its consumers that by wearing their clothing, they will embody that manly American spirit. A Nautica man is in control with his life and the lives of those he cares for.

In the final picture, the model is seen taking a picture. His face once again shows a look of deep concentration, not focused at the camera taking his photograph. In our society today, appreciating the beauty of nature or art can sometimes be viewed as an effeminate thing. People associate a love for the arts as being something for a homosexual male. By placing this picture with the others, the advertisement is saying a manly man can get away with being in touch with his sensitive side. This is a recent change, making it ok for a heterosexual male to engage in feminine activities, just so long as he balances it out with manly activities as well.

In both advertisements, it seems like the targeted audience is the average American heterosexual male. Viewers associate a strong, rugged manly model with pure heterosexual preferences. I strongly agree with Bordo that it seems as though these advertisements are saying this is what you, the male consumer, should look and act like. From the time Bordo wrote her essay to the present day, while evaluating these two advertisements, I find not much has changed in expectations of how men should act. Although it has become more tolerable for a man to be concerned with his looks (for example, the increase in the "Metrosexual Male" attitude) the rugged, fashion -unconscious ideal dominates. This is still the epitome of masculinity.

It is obvious from these two advertisements just how a man in America should act. His lifestyle should involve work, but casual play as well. A change in the media has shown us that it has become acceptable for a man to take care of his looks. He is reassured his vanity is not too feminine by buying products with manly labels and appeal. Also, it is apparent the typical man should take control of situations and "do" rather than be aware of looks. As Bordo puts it, "Thus, the classic formula for representing men is always to show them in action, immersed in whatever they are doing, seemingly unaware of anyone who might be looking at them (191). These advertisements show me that marketing agencies target specific groups to show them how to live. These dictate to men a certain way of looking, a no-nonsense, "nonfashion" fashion (Bordo 189).

Works Cited

Bordo, Susan. "Beauty (Re)discovers the Male Body." Ways of Reading: An Anthology for Writers. 7^th ed. Comp. and eds. David Bartholomae and Anthony Petrosky. Boston: Bedford/St. Martins, 2005. 168-213.

"Nautica advertisement." Men's Health. Oct. 2005: 23.

"Redken for Men." Men's Health. Oct. 2005: 33.