The Male Body as Advertisement: Masculinities in Hispanic Media

170 Pages·2015·1.1 MB·English

by  Juan Rey

Rey_cpi_cb_Layout 1 8/1/2015 6:40 AM Page 1
The Male Body as Advertisement: Masculinities in Hispanic Mediaoffers a mul- 5 M A S C U L I N I T Y S T U D I E S
tidisciplinary view of the body of men, of its practices and attributes, of its fea-
tures, and, most importantly, of its use as a persuasive and expressive resource.
Just as it occurred with the female body, the male body has become an object of
R
desire in some instances and an object of expression in others. E
Y
This collection of essays represents several developments in the field of com-
,
E
munication studies. It is the first time that a study on the body of men in the His-
D
panic media has been carried out using film, television, internet, billboards, and so .
forth. This book also equates men to women in the media world. Lacking its own
The Male Body
tradition, the male body has followed in the footsteps of the female body. It has
been objectified, stylized, and transformed into a weapon of persuasion to reach
T
the modern man. h
as Advertisement
The Male Body as Advertisement can be useful for students of communica- e

tion, anthropology, sociology, gender studies, and cultural studies. It will serve grad- M
uate students as a bibliographic reference for research on the male body as well a
as undergraduate students whose programs address issues related to gender stud- l
e
ies. This work is also written to reach a wider audience beyond the university.
B
o
d Masculinities
y

Juan Reyis a tenured professor in the Communication Studies Department at the a in Hispanic Media
s
University of Seville, Spain. He prepared his doctoral thesis “The representation

A
of masculinity in advertising discourse” in the School of Social Communications
d
at the Catholic University of the Sacred Heart in Milan, Italy, and presented it at
v
the University of Seville, where he obtained the Ph.D. Extraordinary Prize for his e
thesis. He also received a Ph.D. in Spanish language and literature with a thesis r
t
on Manuel María del Mármol, which won the prestigious Focus Humanities Award. is EDIT ED BY Juan Rey
Rey has published widely on topics related to men and advertising, including his e
most recent books The Feigned Manand Advertising and Society: A Round Trip. m TRANSLATED BY Francisco Uceda
He has lectured widely and has been a visiting professor in Italy, Mexico, Venezuela, e
n
Chile, Ecuador, and Argentina.
t

P
E
T
E
R
L
A
N
G
www.peterlang.com
Rey_cpi_cb_Layout 1 8/1/2015 6:40 AM Page 1
The Male Body as Advertisement: Masculinities in Hispanic Mediaoffers a mul- 5 M A S C U L I N I T Y S T U D I E S
tidisciplinary view of the body of men, of its practices and attributes, of its fea-
tures, and, most importantly, of its use as a persuasive and expressive resource.
Just as it occurred with the female body, the male body has become an object of
R
desire in some instances and an object of expression in others. E
Y
This collection of essays represents several developments in the field of com-
,
E
munication studies. It is the first time that a study on the body of men in the His-
D
panic media has been carried out using film, television, internet, billboards, and so .
forth. This book also equates men to women in the media world. Lacking its own
The Male Body
tradition, the male body has followed in the footsteps of the female body. It has
been objectified, stylized, and transformed into a weapon of persuasion to reach
T
the modern man. h
as Advertisement
The Male Body as Advertisement can be useful for students of communica- e

tion, anthropology, sociology, gender studies, and cultural studies. It will serve grad- M
uate students as a bibliographic reference for research on the male body as well a
as undergraduate students whose programs address issues related to gender stud- l
e
ies. This work is also written to reach a wider audience beyond the university.
B
o
d Masculinities
y

Juan Reyis a tenured professor in the Communication Studies Department at the a in Hispanic Media
s
University of Seville, Spain. He prepared his doctoral thesis “The representation

A
of masculinity in advertising discourse” in the School of Social Communications
d
at the Catholic University of the Sacred Heart in Milan, Italy, and presented it at
v
the University of Seville, where he obtained the Ph.D. Extraordinary Prize for his e
thesis. He also received a Ph.D. in Spanish language and literature with a thesis r
t
on Manuel María del Mármol, which won the prestigious Focus Humanities Award. is EDIT ED BY Juan Rey
Rey has published widely on topics related to men and advertising, including his e
most recent books The Feigned Manand Advertising and Society: A Round Trip. m TRANSLATED BY Francisco Uceda
He has lectured widely and has been a visiting professor in Italy, Mexico, Venezuela, e
n
Chile, Ecuador, and Argentina.
t

P
E
T
E
R
L
A
N
G
www.peterlang.com
The Male Body
as Advertisement
M A S C U L I N I T Y S T U D I E S

Literary and Cultural Representations

Josep M. Armengol and Àngels Carabí
General Editors

Vol. 5

This book is a volume in a Peter Lang monograph series.
Every volume is peer reviewed and meets
the highest quality standards for content and production.

PETER LANG
New York  Bern  Frankfurt  Berlin
Brussels  Vienna  Oxford  Warsaw
The Male Body
as Advertisement

Masculinities in Hispanic Media

EDITED BY
Juan Rey

TRANSLATED BY
Francisco Uceda

PETER LANG
New York  Bern  Frankfurt  Berlin
Brussels  Vienna  Oxford  Warsaw
Library of Congress Cataloging-in-Publication Data
The male body as advertisement: masculinities in Hispanic media /
edited by Juan Rey; translated by Francisco Uceda.
pages cm. — (Masculinity studies: literary and cultural representations; vol. 5)
Includes bibliographical references.
1. Sex role in advertising—Spain. 2. Sex role in advertising—Latin America.
3. Men in advertising—Spain. 4. Men in advertising—Latin America.
5. Masculinity—Spain. 6. Masculinity—Latin America.
7. Hispanic American mass media. I. Rey, Juan.
HF5827.85.M35 659.1’0455211—dc23 2015003312
ISBN 978-1-4331-2837-0 (hardcover)
ISBN 978-1-4539-1442-7 (e-book)
ISSN 2161-2692

Bibliographic information published by Die Deutsche Nationalbibliothek.
Die Deutsche Nationalbibliothek lists this publication in the “Deutsche
Nationalbibliografie”; detailed bibliographic data are available
on the Internet at http://dnb.d-nb.de/.

© 2015 Peter Lang Publishing, Inc., New York
29 Broadway, 18th floor, New York, NY 10006
www.peterlang.com

All rights reserved.
Reprint or reproduction, even partially, in all forms such as microfilm,
xerography, microfiche, microcard, and offset strictly prohibited.
Contents
Introduction
Much more than Bodies 3
Juan Rey
I Cultural Bodies
1. Mythical Bodies: Masculine Archetypes
of Classical Mythology in Advertising 13
MaRía del MaR Rubio- HeRnández and JavieR lozano delMaR
2. Naked Bodies, Clothed Bodies: Images of the Representation
of the Other in the Context of the American Continent 23
MaRía del MaR RaMíRez alvaRado
3. Dominant (and Dominated) Bodies: The Corporal Representation
of Masculine Domination in Advertising 31
Manuel GaRRido-loRa
II Beautiful Bodies
4. Body and Beauty: The Cult of the Male Body in the Printed Press 43
MaRía victoRia caRRillo duRán
5. Obsessed Bodies: Influence of Advertising Male Models on Bigorexia 53
caRlos FanJul PeyRó and cRistina González oñate
6. Consumption Bodies: Cult and Virtual Representation
of Male Identity in Chile 63
saloMé sola- MoRales
vi contents
7. Body of Desire: Homoerotic Representation
in Mexican Cable Television 75
luis alFonso GuadaRRaMa and Jannet s. valeRo
III Political Bodies
8. Combat Bodies: The Male Body in the Republican Posters
of the Spanish Civil War 89
Juan Rey
9. Body and Dictatorship: Masculinity in Post- War Spanish
Cinema as Expression of Francoism 101
FRancisco PeRales bazo
10. Bodies to Vote: The Representation of the Political
Candidate in the Election Campaigns 113
víctoR HeRnández- santaolalla
IV Spectacular Bodies
11. Body Ch- Ch- Ch- Ch- Changes: Body, Identity and Stardom
in David Bowie 127
david selva Ruiz
12. Translated Bodies: The Hyper- Ritualization in the
Representation of the Male Body among Spanish Youth
in Social Networking Sites 139
lucía caRo castaño
Conclusion
Different Bodies, Different Men 151
víctoR HeRnández- santaolalla
Notes on Contributors 155
Introduction