| Issue |
SHS Web Conf.
Volume 33, 2017
International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16)
|
|
|---|---|---|
| Article Number | 00026 | |
| Number of page(s) | 8 | |
| DOI | https://doi.org/10.1051/shsconf/20173300026 | |
| Published online | 02 February 2017 | |
Sexual Objectification of Pinoy Males in Billboard Advertisements
Department of Communication – Adamson University, Manila, Philippines
* Corresponding author: marckiepacoma@yahoo.com
Male models in skimpy undergarments showing their Adonislike physique, presented in sexualized poses with disturbing bulges or crotches is one of the common landscapes in the Philippine advertising today. The author found the conflicting idea of a nation rich in morals, values and principles but endure high profanity or obscenity through sexualized male bodies as seen in billboards of fashion brands and gratification of visual desire among its spectators. Advertising promotes this phenomenon stimulating the idea that sex truly sells, male models are objectified as sexual objects capturing consumers’ attention resulting to persuasion and eventual consumption of the product. Ads showing Pinoy males’ chiselled bodies in silhouettes communicating sexual innuendos constitute a contemporary marketing technique; a ploy for companies to earn profit yet an avenue for public scrutiny and moral outcry.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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