The Role Of Masculinity In Advertising

Selling and advertising have always been a huge part our economy and its importance cannot be overemphasized as it contribute to production and distribution. Of keen interest is how advertising is done and this analysis measures up the use of gender roles in today’s media to carry out advertisement. Femininity has been used to convey beauty, class, attention to detail while masculinity is on the other hand used to show protection, strength and maybe power. Those are just few example, marketers have gone in to exploit the roles and customize it to their product. The target market and choice becomes the deciding factor. In this paper, I will analyse masculinity and how it was used to market a hublot watch (refer to the extracted picture above).

The picture I use was from a watch advert, where the marketers Hublot brand to target men into associating with the watch and buying it. The first thing you notice in this advertisement is associated with motorsport, formula one to be specific. Bernie is therefore a former formula one CEO. He is the masculinity I examined as he is pictured with ragged hair and greasy face. You can see some lubricant or oil in his right eye and his left cheek. All this a clear portrayal of masculinity as in the roles of men in society in being handy and doing dirty work. So it’s a racing agenda and all this conveyance of manhood to show, handiness, workaholic and the fact that men can go into doing any work regardless of the amount of dirt. Herein, the quote is slotted in “See what people will do for a hublot” complementing all this. By blending and exploiting the fact that majority of motorsport lovers are men, and all this ‘work’ done to represent the value of hublot. Depicting it as class, valuable that people can do everything including not caring about their appearance to get

Therefore there is not only one, but a handful of masculinity involved around the advert that really hits the target market. Despite it not being a certainty, I think for those who can relate, the advertisement would hit the message home. The seller is rightfully using masculinity to attract buyers, what is more attractive is that beauty and bad objectification is not an issue. There can be no controversies around and this is a great plus in this specific advert in my opinion. Especially because many usually are debatable, for instance those that use body exposures. On the contrary, this falls in the right side of the limelight as men really pride themselves in being industrious and active. Finally, this would drive sales because hublot is now associated with grit, hard work, a good sport of racing and in a good way masculinity. Hence, this must have performed well considering other