An image of man - masculinity in advertising

Celebrities like David Beckham wear diamond earrings, men's skirts tried their breakthrough as early as 1951 and the business world sees men as a target group for cosmetics, wellness and co. Are we dealing here with an exotic marginal phenomenon of men struggling with a confusion of the sexes? Is the strong prototype of man no longer in existence today? Or is modern masculinity characterized by a new range of masculinity models? So what is meant by masculinity at the beginning of the 21st century? This is an exciting question, which from the perspective of communication science will contribute to current discussions. This book examines today's image of masculinity on the basis of fashion advertisements in men's magazines with the help of a three-stage semiotic analysis system: the syntactic image of masculinity and the syntactic model of masculinity.