WRA195HAdvertisingPAPER

WRA195HAdvertisingPAPER - Daniel McAree ANP 220 3/24/10 A...

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Daniel McAree ANP 220 3/24/10 A Man’s Man What does it take to be a real man’s man? Toughness? Independence? Strength? Apparently, it takes BVD thermal sweaters. A recent ad for BVD sweaters available at JC Penney is just one of countless examples in today’s advertising market that stereotype all men as dominant, macho individuals. Advertisements suggest that all men have to live up to a certain standard, in this case, that all men have to exhibit the traditional qualities of manliness, contributing to prejudices and stereotypes in American popular culture. In the Nov 7, 2008, issue of Entertainment Weekly , a BVD thermal sweaters ad depicts the element of manliness, “Machisium.” According to the ad, Machisium “can be found in every male” and is an essential part of being a man, shown as if an element in the periodic table. This seemingly minor detail actually has a huge effect on the viewer because it portrays Machisium as a naturally occurring element of the world. However, the most striking words in the definition of
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This note was uploaded on 09/19/2011 for the course WRA 195H taught by Professor Cheu during the Fall '06 term at Michigan State University.

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WRA195HAdvertisingPAPER - Daniel McAree ANP 220 3/24/10 A...

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