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Isn’t He Lovely: The Ad That Turned Men Into Sex Objects


Advertisers have long used handsome men to hawk their wares. In the 20th  century, marketers who realized that women did a majority of the  household shopping created dashing spokesmen, such as the Arrow Shirt Man,  to appeal more to the ladies than the menfolk. And certainly  advertising has played an integral role in the male beauty culture that  has skyrocketed in the past 20 years, too. In fact, some scholars and  experts trace men’s heightened attention to self and—more  importantly—how they appear to others back to a single, revolutionary  image from 1982…

Isn’t He Lovely: The Ad That Turned Men Into Sex Objects

Advertisers have long used handsome men to hawk their wares. In the 20th century, marketers who realized that women did a majority of the household shopping created dashing spokesmen, such as the Arrow Shirt Man, to appeal more to the ladies than the menfolk. And certainly advertising has played an integral role in the male beauty culture that has skyrocketed in the past 20 years, too. In fact, some scholars and experts trace men’s heightened attention to self and—more importantly—how they appear to others back to a single, revolutionary image from 1982…


7 notes
tagged as: sexism. male objectification. fashion. feminism.

posted on October 12, 2011

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