Final Draft

      Every we go and everywhere we look, we see advertisements, the sole objective of which is to get us to purchase goods, products and/or services. Often times advertisements convey subliminal messages behind their ads, such as male ads convey the message of masculinity. The hidden messages are the features being used to appeal to the consumer. In a Lucky Brand ad it promotes masculinity through features, clothing, and the overall appearance. It can be considered as the 'bad boy' aura, but not so much of the appearance, because the model is well attractive. 

     The pose is what can capture the readers attention. As Susan Bordo mentioned in "beauty (re)discovers the male body" the 'rock pose' is to be considered strong and dominant. Many models stare coldly, or even just a simple smirk which should establish power, and confidence of what everyone is suppose to fear. Susan Bordo also comments that "As embodied in attractive and sometimes highly manipulative images, "men act and women appear" as a visual instruction" (200). However the model in my ad is not acting but appearing, or rather posing. Even though in the ad he's not doing much and just appearing there still can be a message behind it. Which is look and stand strong to appear dominant even if however your not on the inside. Therefore your winning over women's affection because women tend to want a powerful man. Its all about appearance so when others look they can feel that confidence that you are portraying.  

      In most case scenarios the masculine ads are portrayed without a shirt on, showing off their well built and toned muscular bodies. But in this case the model however is wearing a shirt but yet it isn't buttoned all the way. Therefore his chest is still capable of being seen. Saying he doesn't have to be completely topless but yet is still powerful. The attitude and confidence makes the ad. In the ad the model is wearing a denim shirt and jeans which is a everyday look for men. Ads usually show specific clothing that screams masculinity.  

      The ad in which the model appears to just have stopped and pose has just a plain background. It can be said he was on his way out, starting his day. The ad actually goes on to two pages, one where its his upper body being pictured, and he's just looking off. The other page is where he's actually standing and posing, not staring coldly but sort of in a flirtatious manner. His hair, facial hair, weight, and skin all appear attractive. Conveying the message that it's perfectly fine for men to be masculine while still looking good and not have that rough and rugged look of a 'bad boy'. Lucky brand can be giving off the idea that the new masculinity is a bad-boy in a good-boy or man’s disguise.

      How do male ads speak to us now? Do we view them as masculine? What about these ads make people want to go out and buy their product/goods? The hidden messages are the reason behind it all.