2016 29 the challenge y beauty in our culture is

This preview shows page 29 - 38 out of 62 pages.

246591491.html#sthash.ffyD0V6T.dpuf 2016 29
The Challenge y “Beauty in our culture is seen to be a female attribute,” said cultural anthropologist Victor Barac, a marketing consultant in Toronto (quoted in Globe & Mail Feb 24, 2010) . “So you'd call them male grooming products instead [of “beauty products” or “cosmetics”] y (1) Repackage products as “masculine” : “It's a world in which eyeliner becomes “guyliner,” anti-wrinkle cream turns into moisturizer, and bronzer changes to “power bronze.” (Barac quoted in Globe & Mail Feb 24, 2010) y (2) Men’s Sections in Cosmetic Departments y (3) Use Sports sponsorships as a marketing vehicle ; e.g. Nivea for Men sponsors Montreal Canadians & Toronto Maple Leafs; Dove Men sponsors CFL & NHL 2016 30
How Grooming Products are Advertised to Men y Dove Face Torture y Mike Babcock’s “Journey to Comfort” y Brandon Shanahan y Old Spice 2016 31
The Rise of the “ Body-as-Self ” Paradigm y A recent paradigm that promotes the idea that if “you look good, you feel good” -- that one’s self- worth is tied to your appearance (“ Surgical Transformations in the Pursuit of Gender in GCCP p. 196- 197) y Consequences: y (1) The body is on display like never before y (2) We are encouraged to buy things to fix/ transform our bodies like never before 2016 32
What is going on? 33 y Unattainable body = good for business y “Using the male body in an objectified manner can be seen as part of a consumerist trend…Male dissatisfaction with body image may be a gold mine for consumerism such as it has been for females. Thus, showing a male or female body part results in a focus on that part of the body (e.g., abdomen, lips, hair), highlighting an area that “needs work” and that is ripe for product promotion (Coward 1985).” Mager & Helgeson 2010 2016
34 y Men are falling into the same appearance- oriented cultural trap that women have experienced y ‘Dubious’ equality (Davis 2002) 2016
Consequences of Self-Objectification for Men 35 y Meta-analyses of the effects of media images on men’s body- image concerns (2008). CP Barlett et al. y Exposure to media images of ‘ideal’ body associated with: y Negative body satisfaction y Negative self-esteem y Increased likelihood of experiencing negative psychological outcomes (including depression) & negative behavioural outcomes (including bulimia, excessive exercising) 2016
Making us feel bad about ourselves is good for business y Increasingly, due to mass media imagery/ stereotypes, both men and women are under intense pressure to look and be a certain type of man or woman y From the illusionists.org website: “The Illusionists is a 90 minute documentary about the body as the “finest consumer object” and the pursuit of ideal beauty around the world. Or: how corporations are getting richer by making us feel insecure about the way we look.” y The Illusionists 36 2016
“Misery is Not Miserly” + “The Financial Costs of Sadness” (Cryder et al 2008; Lerner et al 2013) y Misery-is-not-miserly ” effect is the tendency of sadness to carry over from past situations to

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture