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Male depictions in contemporary advertising of male grooming products

What is it about?

This article deals with the different male representations or identities conveyed in a corpus of contemporary grooming ads addressed to a male audience. By jointly looking at the potential meaning of male images, their poses, and the use they make of gaze, together with what the language in the ad conveys about men who use such products, this article aims to unveil stereotypical depictions of potential male consumers.

Why is it important?

This article is unique insomuch as it combines a pragmatic and semiotic analysis. In other words, it combines the analysis of language and images in order to identify the existence of any stereotypical depictions of how men who use grooming products are, act and can be defined.

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Mila del Saz Rubio
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