A erotização do homem na campanha body/2008 da Calvin Klein Underwear: o sexy como um novo perfil de masculinidade atual

Abstract

The contemporary social scene makes possible new forms of masculinities. The dominant hegemonic model until a few decades gives way for "new men" to transit and build themselves in the midst of new possibilities to express their subjectivities. In this understanding, the present study studies the male profile defined by its sexy approach, which is an eroticized figure and maintains a direct relationship with marketing and advertising. This relationship is shaped as a focus of the study, which analyzes their roles in the construction, significance and propagation of this profile through the photos of the Body campaign of the year 2008 of Calvin Klein underwear. This profile of masculinity was studied according to its relation with appearance, virility and power in this new context. The nature of the research is qualitative, using bibliographical and documentary research methodology. As a result, it is understood that this masculine figure studied is configured as a new possibility of masculinity more freed from the rigid patterns in which, once, being a man was submitted. It was perceived how the image has significant value in the current consumer society and, above all, how advertising uses this eroticized body to sell, linking intangible values ​​to its products and, simultaneously, fortifying and disseminating this male figure as a pattern of beauty.