Masculinity the Definition

http://www.gillettefusion.com/

When the site eventually loads it shows the Fusion razor with 3 male sports stars.

The issue with the Gillete Fusion is grooming. The advertisement is sponsored by Thierry Henry, Tiger woods and Roger Federer, they are promoting the new range of razor as the ultimate grooming razor (better than the rest). The grooming issue is part of the image for men to look good, toned, athletic and attractive.

To live life this way is to live the right way as the advertising market seems to regard this kind of lifestyle/image as a successful product. They suggest that this kind of male image is attractive to women, in turn this incourages many men to become the ultimate well groomed man. We know this every time there is a gillete advert on tv its always showing a well toned man, wearing nothing but a towel wrapped round the waist, six or eight pack on show at the mirror and sink. Selling the image because its attractive to women, its more than selling a product.

I think this clip helps explain what I mean.



I think although masculine can mean rugged, hairy, neanderthal look, it can be also mean to be groomed, muscle-toned and attractive. What i think these grooming adverts imply is that the ultimate masculine image is the one they sell not only because it sells their product but because it makes men successful in being attractive to women. It doesnt matter really what make/website I post, they all sell with the same advert because its a competitive market. This proves I think that the notion works, the products are successful because men believe what they see in the adverts.

Although it may have been different in the past, times change and peaople often have to change with the times and I think this defines contemporary masculinity since the start of the 21st century.