Masculinity the trait of behaving in ways considered typical for men. I believe in this generation
that defintion of masculinity has changed dramatically. When I look at ads ,commercials, and
movies I can see the change in masculinity. When I am not watching television or reading an ad I
noticed that some men do not live up to this definition of masculinity. In my opinion I think men
in this modern age have stepped more into metrosexuality. I believe that metrosexuality gives
men confidence but there are some advertisements that put down men in their new found
confindence. I've noticed all of the pressure that men take on in order for them to live up to the
metrosexual image. One ad that shows this new metrosexual era is a Rocawear ad that
I stumbled upon in a men's magazine called "King ". The Rocawear shows the three necessary
items a man needs in order to obtain the metrosexual look. This ad gives off the subliminal
message of metrosexuality because the ad shows that men need sunglasses,sneakers, and jeans
when according to traditional masculinity men are not suppose to care about appearances and it
is considered feminine.
Rocawear is a very well known designer company that usually makes clothing for men.
It was created in 1999 by Roc-A-Fella records cofounders Jay-Z and Damon Dash. Rocawear
produces this image that men should follow. In time men let themselves head towards
metrosexuality. Each and everyone of Rocawears designs all have the logo"RW" imprinted
multiple times. This makes the consumer look like a walking advertisement for Rocawear.
In their new collection Rocawear has designed a new line of jeans that suggests men to purchase
them so then they can get women. According to traditional masculinity men are not suppose to
care about their appearance but in this Rocawear ad they are promoting that men should care.
In the image the jeans are blown up to maximum porportion to catch the consumers eye. The j
jeans are complimented by the gold backround to send a message that the wearer of the jeans
can feel wealthy and powerful. But with designers like Rocawear it takes more than one new pair
of jeans to complete "the look".
On the second page of the Rocawear ad we see three pairs of sunglasses. These glasses are
three different colors red,blue and silver but they are all complimented with gold metal on them.
Like the jeans the backround of the sunglasses are gold which also gives off the same message of
wealth and power. Usually sunglasses are worn to prevent people from seeing you but in this
metrosexual image sunglasses are worn to make people look at you but not really see you so
clearly. The glasses also give off the message that they are the second essiential item to
becoming a real man. What people are unaware of is another hidden message which is men must
spend more money to become apart of "the look".
The final essential item to become a real man is on the third page which has Rocawear's new
sneaker. The sneaker is blown up to maximum porportion to fit the entire page. The sneaker is
black and red and like the other images the backround is gold. The message being sent in this
image is that the sneaker is them last item a man would need to become the man of any women's
dream. I also think its saying that without the purchase of all three items no man can look the
way the public wants to view them.
I believe metrosexuality does give men alot of confidence in appearance. But I also think being
emotional and body conscious is due to the fact that the media puts out this image that all of us
men should look a certain way. With all the negativitey the media puts into our minds I believe
that it goes hand and hand with self confidence. With critisism it helps some men bring out their
best but for some it ruins them. With this analysis on one ad from Rocawear I strongly believe
that metrosexuality is the new masculinity.
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