The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products

Abstract

This article aims to unveil how male identities are constructed in a corpus of male toiletry TV ads through a pragmatic and multimodal analysis of a set of implicit assumptions conveyed about the male participants in the ads. The validity of these assumptions is first empirically tested with a group of 10 male informants and then those implied meanings are bundled into thematic cores for their qualitative and quantitative description. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. For example, men are invited to consume grooming products but reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product. Likewise, by portraying male ad personae in traditional manly activities while emphasizing their toughness and body strength, or their resourcefulness when faced with challenging situations, the ads portray a rather skewed view of contemporary men, which fails to take into account the myriad roles a modern man can play in contemporary societies.