We accept

The Tragedy Of Machismo Press Essay

"The tragedy of machismo is that a man is never quite man enough. " (Greer, 1987) - This is a quote that could serve as a metaphor to spell it out how man can never be as "ideal" as portrayed by advertising. The modern portrayal of men in advertisements is the main one in which they all seem to be super masculine, and studies have shown these images to truly have a negative impact on the self-esteem of men, especially "boys and young men" ("Constructed physiques, deconstructing advertisements: Sexism in advertising", para 2). This may be explained by the actual fact that men is wanting to follow the "norm", which they should be ultra masculine, going out of them under abnormal psychological stress as they make an effort to model after these stereotypically male attributes; or for a few, especially feminine and androgynous men, to simply stay "relevant" within their social circle and essentially, the society-as talked about in "May be the Malboro man really the only option? The role of gender id and self-construal salience in evaluations of male models". (Gnoth and Brett, 2009)

The objectification of woman by modern advertising has been debated after for quite some time since the start of post-feminist time as women slowly gain their feet & "power" in the society. So far as the evident diminishment of advertising campaigns geared to promote product & services through the use of women's sexual charm goes, there's also been a substantial upsurge in the objectification of men in advertising. Unlike women who are shown to be excessively thin, men are shown as being over muscular and athletic. A 2002 study by the College or university of Wisconsin suggests that this "new concentrate on fit and muscled male bodies is triggering men the same stress and anxiety and personal insecurity" that women have been sense for years. ("Masculinity and Advertising", 2010)

In the uk, one of the very worrying factors behind loss of life among men is suicide, which stands at a percentage of 1 1 out of 100 deaths. It really is postulated by Mulholland (2010) that depression is one of the key factors behind suicide, which main cause is poor self-esteem.

Self-esteem is a thought that can "only be assessed by self-report". (Frost and McKelvie, 2004) It is measured by how much people value themselves and how suitable they feel their beings are. Poor self-esteem, therefore, occurs in people whose self-values or self-priorities aren't satisfied. So, where do these worth and priorities happen? How come value located on certain things as opposed to other things? Several reasons that may have affected how and what beliefs and priorities people, mainly men, are implemented one thinks of: Advertisements, public and cultural trends and the conception of men by the contrary love-making. All factors: Advertising, social and cultural tendencies and women's understanding of men is highly recommended equally and not be discounted in any way.

Hence, this paper shall seek to establish that the degree to which that modern advertising is adversely affecting men's self esteem is bigger than the other factors.

Advertisements vs Women's Understanding of Men

A offer by Ray Lewis, a professional football player included in a viral television set commercial for Old Spice, from the tv commercial "Old Spice | THE PERSON Your Man Could Smell Like" runs:

"Hello, ladies, look at your man, now back again to me, now again at the man, now back again to me. Sadly, he isn't me, but if he quit using girls scented body clean and turned to Old Spice, he could smell like he's me. "

This particular tv set commercial ("Old Spice | THE PERSON Your Man Could Smell Like", 2010) was posted onto YouTube, a training video writing website, and has garnered almost 31 million views, 37 thousand reviews, 114 video replies and umpteen reposts by other YouTube channels since its release in Feb, 2010. These staggering statistics were also shown in their sales amount: a 106% upsurge in sales ("Old Spice Plan HAS THE AROMA OF a Sales Success, Too", 2010) within 4 a few months of the beginning of the advertising campaign, "Smell Like A Man, Man".

The videos in this campaign, which appear to be targeted generally at women, all include a hunky man promoting the Old Spice products while reading a script which humorously brings over the point that no man is like him; no man can ever be like him; and the closest you can reach be 'like' him is to smell like him. Judging by the actual fact that Old Spice had chosen women as the primary target audience for their marketing campaign--which they should have done intensive research to determine--it can be inferred that women's notion of men, or specifically "her" man, has great electric power in deeply affecting men, influencing them in their decision making; in this framework, the sort of "smell" they use. This inference may also be further proven by the actual upsurge in sales of the Old Spice products.

However, to summarize that it is actually the women's perception of men that has effects on how men view themselves is a very narrow-minded take action because the images displayed explicitly to the general public through the form of advertising are what exactly are influencing women's understanding of men. Hence, it can be concluded that advertising is and can take precedence and relevance over women's conception of men in decreasing men's self-esteem.

Next, this newspaper will explore this question: Is modern advertising pursuing social and ethnic trends, or is it going ahead of them?

Advertisements vs Social/Cultural Trends

Advertisements will always be regarded as in a position to cause a direct effect, fulfilling their purpose to influence, urge and compel the public to acquire or engage the products and services they can be endorsing. In this context, it is without doubt that by doing so, also, they are influencing just how people think about which are "popular" products and which are not, albeit subconsciously. However, what are things that "inspire" advertisers in the way they advertise their products? Do they securely follow sociable conventions or do they actually placed the expectations?

While it is simple to argue that because the sole reason for advertisements is to persuade people to buy or indulge goods and services, adverts must surely conform to social specifications; however, the likelihood of it happening in reverse also deserves consideration. The next example presents evidence that helps the affirmation that advertising does go ahead of social developments; however isolated a good example it is.

In an interview conducted by CNN with Donatella Versace ("Donatella Versace, CNN Interview, Part 1/3", 2009), artist for fashion powerhouse, Versace, it was described that Versace was the first ever luxury brand to acquire joined China. Before 1979, the entire year China unveiled Versace into its market, the idea of a lavish lifestyle had not been widespread, partly due to the then still low living benchmarks. However, over time, it was the upbeat advertising of the luxury goods & lifestyle that started out the notion of "living life luxuriously". Since then, China has surpassed america of America to be the second-largest luxury market in '09 2009 ("Luxury Brands in China", 2010). China is also place to become the 2nd most significant consumer of luxury by 2015 ("China Luxury", 2007).

The above-discussed point has proven that advertising and social trends both affect each other in a way or another. They are also factors which have in one way or another negatively affected men's self-confidence. However, if we were to consider the scope to which includes more direct effect on lowering men's self-confidence, it will be advertising, since the visual representation by means of images is straightforward and clear, unlike social styles, which sometimes can be unobvious, leading men to be oblivious about their living.

The Need for Context

When discussing the result that modern advertising has on men's self-esteem, the framework of the circumstances also needs to be considered in depth. Across time and space, the group of priorities of men changes and differs. Therefore, we can assert that advertising might not exactly actually have an effect on men's self-esteem as images portrayed by adverts at a present time or place might not be what they desire to emulate or duplicate.

For example, in the first to mid 20th century China, value might be put on people who got good fighting techinques skills because in those days, that was one of the few things people associate success with. However, nowadays, value seems to be put on prosperous people with public stature because of the change in what folks associate success with-from life skills, or skills generally, to economic riches. In addition, since fighting techinques comes from Asia, Westerners may lack familiarity to it and find it hard to relate with it, even though they are moving into the same time. Hence, if an advert featuring a martial arts professional were to be shown to the men of today, the result of this advertisement on their self-esteem might actually be minimal to none of them.

It might be true that the framework in which advertising are being displayed for general population view and what they are actually about might not be applicable to some people because of the variations in each individual's group of principles and priorities, but without factoring in external factors such as globalization, it will be unfair to come to the conclusion that advertising have little to do with the cutting down of self-esteem of men.

With globalization, and the go up of computer systems and the Internet, the many pages, websites and even programs are tools that have been joining people, communities and even countries together. The exposure to advertising online is considerable since usually, one of the key earnings for web and program creators is the endorsement of products through advertisements on their web pages and programs. The convenience and high convenience of the web has enabled companies to broaden their customer market, and just as also helped expose visitors to an enormous and limitless array of advertisements. Consuming these advertisements, which include references from both the present, earlier, and also all over the world, people begin to learn more about the cultures of others, past and present. By accumulating more real world knowledge as time passes, advertising will now be more relatable and relevant. Hence, advertising will, again, present the risks of reducing men's self-confidence.


All in every, although the sociable and cultural developments and also factors including the women's notion of men have in a way or another contributed to the negative change in the manner men view themselves, they are in fact brought on by the considerable exposure to advertisements which have been taking a objectification of men to market their goods and services. Therefore, it is with huge certainty i conclude that advertising is to a big extent the key reason behind the reducing self-esteem of men.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment