How do the media envision/portray today's man? ...
Thesis: a drifter.
The Research
One day out of ennui, I decided to peruse through the December 2005 issue of Men's Journal, which happened to be lying around the living room. I couldn't but help take notice of recurring images in ads which were watches, cars, and alcohol.
What could these images reveal about the state of man today? Just for the sheer fun of it, I went back and counted to see the ratio. 36 out of 85 ads were either an ad for a watch, car or alcohol. In simpliest form, 3 out of 7 were about these objects (almost half of the total ads in one issue). The others were about accessories, fashion, technology etc with implications related to the images mentioned above.
There's an emphasis in today's society about 'drifting.' Technology facilitates this transaction into the "fast-paced life."
The target audience for this magazine are those who "live the adventurous life." The ads help to perpetuate the notion of always moving and never settling down.
Optimistic Interpretation
The watch reminds man of his mortality (hinting at him to get going, to go on that 'adventure'). The car is the vehicle that will get him from point A to point B to all possible points (faster than using his own feet). The alcohol is a gateway, which transcends him from earth to the heavens.
Maybe the question is, What are they looking for?... perhaps there's hope. All the way at the end of the magazine, on it's back cover, a solitary ad for diamonds (the only one in this issue). The ad consists of pictures of wife, children, and family events.
They say diamonds are forever. Maybe they're looking for immortality through their children or maybe just a moment to sparkle/shine like diamonds in one of those constellations.
Pessimistic Interpretation
The paragraphs mentioned above are a bunch of crap. The reality is that the ads are not about men being drifters, it's really about the decadence of men- their greed and unfulfillable passion/desire.
The watch shows the power of man, to be able to capture time- to imprison/enslave the infinity/ to grasp the beyond within a circular trinket on their wrists. The cars are modern day horses that help them to conquer other lands/geography. These vehicles give them a chance to escape from responsibility, and they act like outer shells- keeping out all those emotional 'feminine' stuff (to be tough). Alcohol is man's invention to control perception- to weaken others so they could easily take advantage of/enslave them.
In short these images confirm men's urge to dominate. Diamonds are forever- they give these bands with glittering rocks to entrap women (proffering to them love eternal when in actuality an illusion of beauty is what they give). It's all about serving their ego. They realize that they're going to die, they might as well (at least) have somebody with the same genes as them. Part of him will live on. j/k ;)
Neutral interpretation
It's sort of sick how media (ads) play with our minds, our perception (subtly imbedding images in our minds). Or maybe they're just trying to maintain a universal concept, something innate in human nature. But if men (mankind) were to advance/progress, shouldn't they start questioning the impact of these images. If it's a bad thing, they should change their ways. If it's a good thing, then they should explain why in order to help others understand.
Conclusion: It's all up to you, don't be afraid to question things...
Posted by Michael Diezmos at January 18, 2006 4:42 PM