everyone must have such a muscular body in order to wear it. That is the unfortunate aspect of brands, that they often present perfect bodies with the perfect image. They never show girls or boys who are thicker. That’s where it falls short. Such a type of advertisements gives me the idea that apparently, I must look also that perfect’’. Others reject the presented image and express that they do not recognize themselves in the presented image, where they even do not want to look like the ideal image. For instance, Respondent 1 (Age 29) mentions: ‘’Interviewer:
Could you tell me what you feel after seeing this advertisement [including a model with masculine traits]?
Respondent: This does not appeal to me because I cannot recognize myself in this image.
Interviewer: Could you describe why you cannot recognize yourself in this image?
Respondent: Because I don’t think that I look like that, and besides, I don’t want to look like that. Also, the boxer brim is too high.
Interviewer: You just mentioned that you cannot recognize yourself in the model featured in the advertisement, why is that the case?
Respondent: Because he is toned, and I don’t look like that, and I don’t want to look like that’’.
The findings also show that homosexual men do demand a change in regard how masculinity is seen and defined, where Respondent 4 (Age 27) mentions: ‘’I think that it would be good to broaden the definition of masculinity for men. For women, femineity is way broader defined already, where it is normal for women to wear trousers. For men it is still narrowly defined ‘’.
There are respondents who think that the idealized image of the masculine man is seen as attractive and is a means where they feel more engaged with the brand after being confronted with this image. The main driver of these remarks is because this is an image they have seen before their whole life and is not new to them, where this is the safest option to look at. Besides, the respondents made several homoerotic remarks regarding the looks of the model with the
masculine traits and perceived the idealized image as attractive, where for instance Respondent 5 (Age 29) said: ‘’For example, again [the advertisement of] Calvin Klein, it is kind of homoerotic and nice to watch at. This also creates some degree of engagement with the brand’’.
When both advertisements (the advertisement with the model with masculine traits versus the model with more non-masculine traits) were compared by the interviewees, it was thought that the one with the masculine traits was seen as more commercial, since the idealized image of the model speaks more to a broader audience. At the same time, brands occupy a social role, since many consumers interact with the portrayed ideal image presented in the advertisements.
Data suggests that the masculine male image in advertising is seen as boring and not innovative since it has been done before. The data also shows that the idealized masculine image is showcased as being too perfect, where the respondents could not identify with this presented image, since it is not how they look or see themselves. On the one hand, the respondents reject the image since it stands too far away from who they are, but also feel engaged with the image since it contains elements which are seen as homoerotic by the interviewees.
4.2.2 Non-masculine elements in gendered advertisements
The interviewees were also asked to analyse and describe their feelings and thoughts related to a fashion advertisement containing a male model with non-masculine traits. The data shows that the non-masculine traits present in advertising are seen as (1) accessible, (2) extravert, (3) erotic, (4) personal, (5) vulnerable, (6) realistic, and (7) warmer towards the respondents taking part in this study. Respondent 8 (Age 66) describes: ‘’… this [advertisement containing more non-masculine elements] appeals to me more, especially when considering the aesthetics and the masculine and feminine aspects, then this advertisement appeals to me more than the first advertisement [with more masculine elements present]. This [advertisement containing more non-masculine elements] is the most exciting for me and is also the most eroticising’’. Fighting
the image of the masculine man is a driver which has been observed in the data. The context of reasoning shows that respondents feel some form of distance between how they see and feel themselves and how the idealized masculine man is presented. Respondent 7 (Age 27) describes that as: ‘’Interviewer: What makes it that you experience a lower level of distance [towards the advertisement containing more non-masculine elements]?
Respondent: I think that is because of the classic macho image in advertisement 1 [the advertisement with masculine elements]. That stands further away from me. This second [advertisement with more non-masculine elements] is a more soft, less masculine male where I can identify with. Still a washboard stomach and well-toned arms, but this person has longer hair and looks more soft and has a more feminine posture with a more feminine piece of clothing. This makes it that that person looks way more vulnerable. … That is closer to me personally than the first [advertisement with more masculine elements]’’. Showing a less masculine image of men in advertising comforts homosexual men, since by showing this side of men in advertising fights the ideal masculine men, and homosexual men are more heard and visible. This creates comfort, where they are able to engage with the advertisement on a deeper level. The term androgyne is also used by interviewees, where this in the context of masculine and feminine is seen as something more exciting. However, the (by respondents considered feminine products in the advertisement) are something they rather not wear. Respondent 8 (Age 66): ‘’ This [advertisement with more non-masculine elements] appeals to me very much, the androgyne elements of this figure and the clothing. I think it is an exciting concept, where androgyne is also seen very current since the debate regarding identity is going on. Besides, I think that the trousers are very exciting. However, I would not wear it myself, but it does speak to me directly’’. This could be the case since the interviewees consider the clothing pieces in the more non-masculine setting as too extravert, more outgoing and less conservative. In the context of homosexual men, this could be too outgoing, where they do not feel comfortable
while wearing it themselves. Respondent 4 (Age 27) comments: ‘’The top looks like a seatbelt.
But I love the androgyne elements, the more feminine utterance of the model. The closing of the trousers is interesting too. I do not feel very engaged with the brand, since what the model is wearing is too extravert for me personally. I think it is very cool if someone else is wearing this.
Could find it amazing when a friend is wearing this when we are going out. But I would not wear it myself’’. Besides the reason that the product in the advertisement is too extravert, the data shows that the interviewees value to look at the advertisement, but do not want to engage with the clothing pieces personally since it is too feminine for them, where the presented image with non-masculine elements is too far away from how they see themselves. This struggle regarding how someone sees himself considering masculinity is interesting, since the non-masculine elements could be confronting for someone who struggles with their own degree of masculinity. Respondents in this study explain that it is expected by society that men are and act in line with notions of masculine. Respondent 5 (Age 29) describes that as follows: ‘’… The second [advertisement with non-masculine elements] is interesting for me but would also make me insecure, I think. This because you are confronted with your own masculinity. With the second advertisement [with non-masculine elements], you must fill it in yourself and have to search for who you are, where this makes you insecure. For the first [advertisement with masculine elements] is that not the case, it is clear that it is the ideal image of a masculine man.
Masculinity is considered a thing for homosexuals within the gay scene, it is expected [to be masculine] by other homosexuals. If you are confronted by it through an advertisement, it could work counterproductive, because you don’t want that insecurity and you are not sure what it is. That could scare you. Concerning the clothing from the second [advertisement with the non-masculine elements], I would not wear it because I am afraid that I will be seen as even more gay than I already am and that I would be called a girl’’. The non-masculine elements in advertising are more preferred by the respondents but are also seen as something confronting.
This because engaging with more non-masculine clothing and activities makes someone different from what is expected by society, in terms of being and acting masculine as a male consumer. On the one hand, men do desire to engage with non-masculine elements in advertising but are withheld to do so by the pressure from society where they are expected to engage in masculine practises.
4.2.3 Other elements in gendered advertisements
There are also other elements besides the masculine and non-masculine elements in advertising that have an impact on the brand engagement. Advertisements should make use of aesthetics, where this functions to tell the story of the brand towards the consumer. The visual context of an advertisement is important to show the brand identify, where this influences consumer engagement positively. The role of unisex clothing in advertising is also preferred, where the importance rather goes to the product featured in the advertisement than to the gender of the model.