Media Analysis 2: Masculinity

Media Analysis 2: Masculinity
Due: Saturday, March 25 (11:59pm)
Remember: Don’t just simply describe the ads; analyze how they construct gender. Be mindful of tone. While analysis can be subjective, you must make an objective argument – not just state your opinion. Do not use “I” in this paper.
Remember: Don’t just simply describe the ads; analyze how they construct gender. Be mindful of tone. While analysis can be subjective, you must make an objective argument – not just state your opinion. Do not use “I” in this paper.

PURPOSE: The goal of these media analysis papers is to assist you with learning how to perform a textual analysis in smaller segments so that you will be more prepared for your final paper assignment. Each Media Analysis paper will ask you to watch some content and analyze it based on some guiding questions. These are low-stakes assignments (not worth much, and just a couple of pages) but assist with more fully understanding the process of analyzing gender and race in a more contained way.
SKILLS: This assignment will help you practice the following:
• Apply course concepts to specific texts
• Objectively analyze how an advertisement constructs masculinity
• Perform a textual analysis and create an (objective) argument about the text.
TASK: We’ve previously discussed some changes in the portrayal of men in advertising. Gill (2007) discussed the “eroticization of men” as a new advertising strategy, along with “gender reversals.” But aside from the new trend of hunkvertising that we’ve seen in ads (e.g., Kraft dressing, Old Spice, Liquid Plummer, etc.), there are also companies that are trying to change an image of toxic masculinity that has long plagued men in advertising.
Take a look at these three advertisements:
• Dos Equis (https://www.youtube.com/watch?v=UNE4clQPWIc)
• Neutrogena
• Axe campaign
For this 2-page (double-spaced) response paper, create an argument about how these advertisements construct masculinity. Be sure to have a thesis (your argument) and utilize the advertisements as evidence.
Things to think about:
• Do these advertisements construct masculinity or the characteristics of men and manhood in the same way? If not, how do they compare or contrast?
• The main goal of an advertisement is to persuade the consumer to purchase a product. What elements of these ads are meant to persuade men, specifically, to purchase the product?
• Are these ads trying to establish the same underlying message? What is that message?
• Think about the concept of hegemonic masculinity and how that is defined. Do these ads perpetuate hegemonic masculinity or challenge it?

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