Final Draft : Paper #1

Jason Croft

Professor Magdalena Bogacka

English 101.0800

October 8, 2010

Male modeling as pointed out in a reading by Susan Bordo has developed into something new and slightly feminine making people wonder has femininity some how snuck its way into the representation of men in advertisement and thus into men themselves. Giorgio Armani's new Aqua Di Gio fragrance advertisement brings new light to the growing topic of whether or not there is now more than one acceptable form of masculinity in our society today by bringing to life the term metro-sexuality for the representation of their new fragrance. The model in the ad brings to question different labels from a reading by Susan Bordo that implies that advertisers use different types of looks to portray different kinds of masculinity that are normally used separately. The ad is double-sided showing where the advertiser is using multiple strategies in order to reach the viewer and draw them in with not only a visual stimulus of the model but other images as well. The product being advertised also raises many questions about whether men and women have become more similar over time through the use of similar products and their advertisements like the Acqua Di Gioia female fragrance that acts as a counterpart to the Aqua Di Gio male fragrance. Regardless of all the different points that can be thought of it all goes back to the model in the ad, cause obviously he is the individual your meant to put a great deal of your attention on.

The model in the Giorgio Armani fragrance ad doesn’t fit one of the normal labels given to model’s depending on their pose and representation of masculinity. In my opinion the model fits all three in essence creating the metro-sexual masculinity for the representation of the new fragrance. Bordo in a chapter called “beauty (re)discovers the male body” discusses the advertising world as it pertains to men modeling and the labels “I am a rock”, “the lean” and “face-off” (186). The photo is black and white giving the model this stone-like demeanor which helps to fit the “I am a rock” label which goes back to traditional views on masculinity even though the models entire body is not in view, he is still able to appear strong and masculine. The model then also exudes some feminine characteristics that are labeled in the modeling world as “the lean”. He is leaning on one arm as he pushes his hair back, his face isn’t rugged but clean-shaven and smooth, and he appears to recognize that he is being admired and is embracing it. Then finally the model facial expressions falls under the label “face-off” by providing this primal intensity through his eyes that opens up a type of stare down between him and the viewer that he does not intend to lose. By combining the three portrayals into one model I think Armani has created the metro-sexuality that is based off traditional views but allows men the freedom to safely partake in some feminine characteristics, successfully creating a type of masculinity the Aqua Di Gio fragrance can be based off. Armani was also clever by making there ad double-sided so if the model didn’t pull you in maybe the second page alone, or the combination of the two would get you.

            The Aqua Di Gio fragrance ad featured is double-sided; one page featuring a black and white photo of a model, the other showing the roaring rushing waves of the ocean. In my opinion because the ad is double-sided Armani wanted you to question your opinion of masculinity through subliminal messaging with the picture of the ocean. For one we know water to be deceptive, with the ability to reshape itself and reflect things. Maybe Armani was hinting on how metro-sexuality is men taking on characteristics of women by reflecting some of the characteristics seen in them back at them. Another aspect to think of is that water is forever changing going from calm to a roaring destructive force. Armani could have been saying that the stone like image of the model is life-less until he puts on the fragrance, which provides him the life-like energy and power of the ocean. In essence Armani has also given visual on the nature of the product being sold, from a distance you cant smell a man you can just see him like how the model depicts, but once you come close enough his aroma fills your nose and in some ways that man has now sprung to life capturing you with his physical attributes and scent together. This all goes back to the type of metro-sexual masculinity Armani is trying to reinforce; the traditional everyday cool and collected young man, whose masculinity is made roaring and refreshing through the use of a fragrance that incorporates feminine and masculine characteristics. All this talk of fragrance and masculinity is confusing when fragrances are something to describe as feminine in nature and purpose, but Armani has created a fragrance ad for Acqua Di Gioia which is for woman that is surprisingly similar to the Aqua Di Gio fragrance ad for men.

            The Aqua Di Gio fragrance ad also has a female counterpart that is not in the GQ magazine because it’s a men’s magazine but both ads are advertised on the Giorgio Armani Website. They both sell a fragrance and its expected for them to be entirely different but they do share similarities supporting the concept that Armani has indeed brought metro-sexuality to life because, it can even be found similar to feminine ads in certain aspects. In Bordo’s reading she discusses that men’s advertisements both sell similar products but men’s ads are made up in a way to recreate feminine characteristics in a masculine way. Each advertisements focuses on the model’s face and their facial expression but their facial expressions are different, hers inviting and alluring, his strong and slightly intimidating. The ocean is calm, there is floral scenery, and coloration throughout the female ad while, the male ad has the roaring ocean wave, coloration only regarding the ocean, and no floral scenery. Overall the ads share the same basic structure making them very similar, but only having small differences to allow the recognition of masculinity or femininity by the viewer. Even though today men and women are now using similar products which in itself crosses new boundaries for masculinity and supports metro-sexuality the ad shows an even bigger picture, that maybe men and women have grown to become more similar then we think.

           The Giorgio Armani ad has help in discovering that men’s modeling has opened our eyes to see that masculinity has a new form; metro-sexuality, allowing men to adopt some habits and characteristics that traditionally were appointed to women. The creation of metro-sexuality found in the Giorgio Armani ad gives evidence that indeed there are new forms of masculinity that are now acceptable in society and can be used to advertise something like a fragrance. The model was “I am a rock”, “the leaner”, and “face-off” all labels to describe different types of representation of men in modeling, but put into one model to create a form of masculinity for Aqua Di Gio. The dual visual effect of the photo of the model and the photo of the ocean created visual effects to make you think even deeper about the ad and metro-sexuality by looking at the photos together or separately. The comparison and contrast of the Aqua Di Go ad versus the Acqua Di Gioia ad provided evidence of similar foundations for male and female modeling, with only little difference to make sure the two were still recognizable as masculine and feminine. Men have over time picked up some habits and characteristics that traditional were seen as feminine and brands like Giorgio Armani are using it to represent products and exude metro-sexuality to the world, and it looks as if men are willing to spray it on and step out into the world masculine whether you can recognize it or not.