Beauty ( Re ) Discovers The Male Body, By Susan Bordo

Decent Essays

In her essay “Beauty (Re)discovers the Male Body,” Susan Bordo manages to recognize an underlying fundamental change in society’s attitude towards advertisements and specifically sees that unfold in the growing shift towards male sexually oriented advertisements with a focus on feministic qualities. Furthermore, since Bordo wrote this essay in the 1990s, the advancements in technology have caused growing ideological differences between generations as their responses to things like social media and advertisements elicit contrasting reactions. The Millennials, also known as Generation Y, have been born into the various outlets of social media and have become accustomed to a greater sense of comfort with the Internet as they share all of their life stories and photos with other human beings. On the other hand, Generation X and the Baby Boomers were born into an era that didn’t depend on technology to perform everyday tasks. As a result, their mindsets make them reluctant to the changes in technology, which inadvertently makes them more uncomfortable to any massive changes in social media. By using sexually oriented advertisements, Kraft Foods and Axe, effectively display differing ideological differences between Generation X and Generation Y. In conjunction, Bordo’s elements of the gaze, objectification, and the rocks and leaners pose allow us to better understand the construction of the advertisements and the role they play on influencing each targeted generation.

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