10: The New Ideal Male

Gone is the Hulk image as a representation of a real man. Men’s ideal representations in our popular culture have made a shift from somewhat unattainable images. These images tended to be anywhere from superheroes to Arnold Schwarzenegger. The hyper masculine man usually had sported overly large muscles, had superpowers, and/or was rugged looking. In other words they were the definition of “manly”. These ideal males were used in advertising to portray the dominant male figure. At the time it seemed as though that was what men were striving to be, therefore it made sense to advertise using that image of the male.

The shift that happened in advertising is that now the ideal male is represented as a more metrosexual style of man. This man is still hardworking and usually fit, but not to the extensive point of protruding muscles and veins. He is more of a successful career man, but also a family man who cares about his kids and partner. He can also be a working male who is single, but still very image conscious and usually self-absorbed. This is true of women as well being the house maker. She is loyal to her family and wants to keep them healthy. For this reason advertisements that are telling the woman what to feed her family instead of garbage work very well to target the woman.

The design for the ideal male is looking good while still being a manly and strong. This has created an upswing in lots of advertisements, but for this purpose I will be discussing the rise in men’s body care products. Advertisers use notions of strength and technology across male cosmetics.

A perfect example of the new ideal male would be those featured on the new Old Spice body wash, deodorant, and soap ads. They feature “the man your man could smell like”. From a male perspective the slogan is to “smell like a man, man”. There is one in particular that features a well dressed male, who looks distinguished and is very charming. The ad features the man saying how he can turn things like concert tickets into diamonds into whatever you like, therefore he is a successful male that can provide for his woman and make all her wishes come true in the snap of his fingers.

Another important aspect of the advertisement is the fact that for a portion of it the man is half male, half horse. This symbolizes the power and strength behind the man, without the large vainly muscles popping out of his clothing. In some cultures the horse also represents success, nobility, wisdom, and loyalty. That is exactly what our ideal male is said to portray.

The Old Spice advertisements are funny and charming, while depicting the man every man wants to be, and the man every woman wants.