The representation of masculinity in contemporary advertising that conveys archetypal masculine values such as dominance, power and competitiveness is becoming less and less common and is being replaced by adverts that portray more narcissistic values related to physical attractiveness and a well-groomed appearance. Such is the conclusion drawn from the research carried out by Dr Alfonso Méndiz, rector of UIC Barcelona and lecturer for the Faculty of Communication Sciences, Dr Zahaira Gonzalez, a fellow lecturer at the Faculty, and Natalia Caballero, former student from the Bachelor’s Degree in Advertising and Public Relations. Their research has been published in the Revista de la Asociación Española de Investigación de la Comunicación. 

In the article titled “Análisis de la representación de la masculinidad en la publicidad impresa contemporánea. Estudio de caso de la revista Gentelman’s Quarterly España” (Analysis of the representation of masculinity in contemporary print advertising. A case study of Gentelman's Quarterly Spain), the authors research the representation of men in print advertising using quantitative and qualitative content analysis techniques applied to 137 advertisements from twelve 2019 issues of the magazine. Their main conclusion states that advertising tends to prioritise the communication of egocentric, appearance-based values over more collective values and solidarity. 

The researchers highlight the prevalence in advertising of the figure of the metrosexual, understood as someone who shows a growing interest in grooming, dressing well and appearance-enhancing practices. This image upholds the stereotype of a man with money to spend, who lives in or near a city (enjoying a life of luxury), who is interested in fashion and in taking care of his physical appearance, conveying narcissistic qualities and seeing himself as an object of love and desire. The authors note that print adverts still resort to typical communication tools such as the use of idealised images of prototypical men, colours traditionally associated with masculinity, and an increasing objectification of the male body through insinuating elements such as the gaze and self-contact.

Reference article: 

Méndiz Noguero, A., Caballero Mejía, N., & González Romo, Z. F. (2021). Análisis de la representación de la masculinidad en la publicidad impresa contemporánea. Estudio de Caso de la Revista Gentleman’s Quarterly España. Revista De La Asociación Española De Investigación De La Comunicación, 8(16), pp. 356-398.