Bordo Essay

1009 Words5 Pages
Advertising has changed leaps and bounds from where it first started. Advertisements use to be just that, advertisements, where the seller or business would list their goods and have a price. Now advertisements are a lot more in-depth with: what kind of gender/sexuality is this ad targeting, what demographic is the ad targeting, what is this ad really trying to say to me, what is the significance of the models facial expression? Advertising is a massive multi-million dollar business and is only growing. Susan Bordo addresses a new type of advertising technique that focuses on the male “sexiness”, which, until the 1990′s, were two words that did not go together. Susan provides a strong argument, but a strong argument for when she wrote it several years ago. Now her argument has some flaws due to this new generations’ more accepting attitude. Bordo’s essay draws controversy because of what she writes about the male body in advertising. People do not like/believe what she writes about because it is different (people are afraid of different) and because faith has taught them not to. Bordo writes about how advertising is now tailoring to male sexiness or homosexuality. In her first section she is going for the “shock factor”, to draw in readers and make them interested. She really seems to be overemphasizing how men are on display, so the reader can realize and understand the change. Before reading this essay I never really thought about how men are on display in advertising. I just thought it was another advertisement, so I am glad she tried to hit it home on the male body being on display. Today this is not exactly true. This generation is a lot more excepting than previous generations, because of how much variety there is. While yes it is true that there is still some controversy with homosexuality and advertisement, it isn’t a big controversy. Today we are more open

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