It's in his eyes? The negotiation and interpretation of masculinity using the Dolce et Gabbana's 2005 Print advertising campaign

Jonathan Elms, Claire Dumphy, Ronan De Kervenoael, D. Selcen Ö. Aykaç

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The concept of 'masculinity' has over more years received increased attention within consumer research discourse suggesting the potential of a 'crisis of masculinity', symptomatic of a growing feminisation, or 'queering' of visual imagery and consumption (e.g. Patterson & Elliott, 2002). Although this corpus of research has served to enrich the broader gender identity debate, it is, arguably, still relatively underdeveloped and therefore warrants further insight and elaboration. The aim of this paper is, therefore, to explore how masculinity is represented and interpreted by men using the Dolce et Gabbana men's 2005 print advertising campaign. The rationale for using this particular campaign is that it is one of the most homoerotic, provocative, and well publicised campaigns to cross over from the 'gay' media to more mainstream UK men's magazines. Masculinity, and what it means to be 'masculine', manifests itself within particular ideological, moral, cultural and hegemonic discourses. Masculinity is not a homogenous term which can be simply reduced, and ascribed, to those born as 'male' rather than 'female'.
Original languageEnglish
Title of host publication4th workshop of interpretative consumer research proceedings
Publication statusPublished - 2007
Event4th Workshop of Interpretative Consumer Research - Marseilles, France
Duration: 26 Apr 200727 Apr 2007

Workshop

Workshop4th Workshop of Interpretative Consumer Research
CountryFrance
CityMarseilles
Period26/04/0727/04/07

Keywords

  • Dolce et Gabbana's ads
  • masculinity

Fingerprint Dive into the research topics of 'It's in his eyes? The negotiation and interpretation of masculinity using the Dolce et Gabbana's 2005 Print advertising campaign'. Together they form a unique fingerprint.

  • Cite this

    Elms, J., Dumphy, C., De Kervenoael, R., & Aykaç, D. S. Ö. (2007). It's in his eyes? The negotiation and interpretation of masculinity using the Dolce et Gabbana's 2005 Print advertising campaign. In 4th workshop of interpretative consumer research proceedings