SuperCat
October 1st, 2010
Male Masculinity Final Draft

Men these days are seen all around the world in television ad’s, newspaper ads, or magazine ads. Men in these ad’s are seen posing half naked to show off they naked body, while other men are shown posing for a product or piece of clothing, so that they could look good doing it and bring on some sexual appeal. These are the men who have a good idea of neatness, the soft man, and have great hygiene which is required in order to be a man. These are the examples of what men do in ads and this is consider to be portray as men being the sexual object. This is what is called men masculinity. What exactly is men masculinity? Men masculinity is when men focus solely on being neat and on being the soft man, while looking clean and having great hygiene from the male fragrance of Bolce and Gabbana colon ad, which indicate men to be seen as the sexual object to attract the opposite sex. Matthew Mcconaughey is the male model being demonstrate in the ad to indicate the sexual appeal of neatness, the soft man and the wondrous hygiene of the male fragrance for the male gender. In this ad the male model is shown posing in front of the blank background to show a comfort environment for the model and to give a better sexual appeal look in order to lurk in women and men. These three quality of neatness, the soft man, and the fragrance divine smell in this ad represent what it mean’s to be the sexual object of this advisement.

The main quality of being the masculine man is shown as the sexual object towards women and gay men for the Bolce and Gabbana ad is to be neat. In the ad, the male model Matthew Macconaughey is seen as the neat man who wants to get the viewers of the ad attention. Matthew is shown in the advisement in a black and white suit with a black bow-tie. His hand is grabbing the bow-tie so that it doesn’t fall off or out of place. This signify how Matthew wants to look good and be the sexual object in the ad. Susan Bordo wrote in her book, "beauty (re)discovers the male body", saying “Male grooming products too are often marketed by way of “action hero” euphemisms which obscure their relation to feminine versions of the same product (a male girdle marketed by BodySlimmers is called the Double Agent Boxer) and the fact that their function is to enhance a man’s appearance: hair spray as “hair control,” exfoliating liquid as “scruffing lotion,” astringents as “scrubs,” moisturizers and fragrances as “after” or ‘pre’ accompaniments to that most manly of rituals, the shave”(pg 196). This mean both men and women ad were advised to bring attraction of the opposite sex by posing in a sexual matter to draw the viewers attention. These ad’s were posted in order to help the same gender rather it be for a man or women to bring attraction towards the opposite sex. Rather than, bring sexual thoughts to the opposite gender. Men masculinity became a factor instantly to other men who look at the ad showing a man model. It gives other men hope and pride. Since, it gives other men the idea to imitate his look, so that they could be the sexual object to attract women as well. If men, become the neatness man like the model in the ad, then having trouble with finding a women isn’t too hard for most guys. If they could dress and appear casual and sexy as women calls them, then attracting women and being a man gets easier for them to get with someone. Whether that someone be a straight women or non-straight men. Even though, looking neat is a main factor and important in being the sexual object to women, another role the ad shows is the soft man as the next factor to being sexual object to a women or gay man.

Another main quality of being a masculine men is being the soft man. In the ad, the male model is shown posing in a way that neither a “Rock” or “Leaner” according to Susan Bordo article “The Beauty of the Male Body“. But, Matthew is in fact posing as the soft man. He stands straighten up looking forward with the idea that, he look good in his pose. The way he pose shows, he is confident and grateful without showing any signs of flexing out muscles or showing his bare naked chest. The man model show his smile to let us know he is very comfortable standing as the soft man, rather than show his toughness by revealing his naked body. The way the model pose draws the attention to other men who want to be confident and have a sense of pride towards how they would look posing. If men could obtain the ability to pose in a soft man than they too could be seen as the sexual object for the women and gay men. A women and gay men would want to be with you. Men’s who poses as a soft man would start building confident in themselves and be capable of communication and socializing with women or gay men. This would slowly lead into an attraction between the two. Eventually, leading to the men being a sexual object and soon it would lead into sexual activity. Posing as the soft man is required to being men masculine, but the main factor to leading to a men as sexual object is the wondrous of hygiene.

The most important quality in men being the sexual object is hygiene. In the ad with Matthew Mcconaughey, he is seen in the advisement for a new fragrance colon by Dolce and Gabbana. This ad show the colon in a grey glass bottle with black top posted at the right corner of the man model. The colon demonstrates the idea of sexual object toward men and there need for improvement to hygiene. The ad with Matthew Mcconaughey shows that the colon is used on the man model, so that it give him the great divine smell when people come to approach him. This ad with the fragrance indicate that the man model has the colon and has obtain great hygiene by receiving a wonderful smell surrounding him. This colon indicates that this fragrance can give men the hope they desire to catch women or gay men attention. If men were to obtain this fragrance colon than attraction and attention of women and gay men would be 100% possible. Since, fragrance colon is a way to obtain great hygiene for men. The colon gives a wonderful smell in the person surrounding that will cause a women or gay men to notice them. Since, the colon gives a smell that provides great hygiene it would provide men with a strong attraction. Women’s and gay men’s would flirt with men or even date them. This eventually leading to sexually activity as well. The better a man has good hygiene by the fragrance the more likely the men will obtain a women or gay men in they life. Hygiene is what brings the idea of men as sexual object into place. It bring it into place simply, because it is what most women or gay men look for in a man before attraction and before performing sexual activities process begin.


Men’s simply are advised as a sexual item, when it comes to being neat, being the soft man, and having great hygiene. These are the three main quality for men to be sexual object and are the three aspect that is required to be obtained by men in order to relieve the attention or physical attraction of the female gender. The meaning of being a man is put into question, if there could obtain one of these three main aspects to being seen as a sex object by women or gay men. If men like Matthew Mcconaughey could obtain these three quality of become a sex object, then any men could do the same and be seen as a sexual beast. Men just need to work hard and work they way up, to obtain these three aspect to become known as a man.














Cited Page
Bordo, Susan. “Beauty (Re)discovers the Male Body“. New York: pg. 186 193,196.
1999. Print.