“Sex For Sale: Positioning the Eroticized Male Body in Calvin Klein Advertising”


 The eroticized male body in current advertising, far from radicalizing or inverting the equation of power in the dominant discourse, in fact exploits the figure of the feminine body as an object to be possessed and exchanged. Several ads by Bruce Weber for Calvin Klein are analyzed in terms of semiotic codes structuring the inscription of masculinity and femininity in cultural representations. After locating these codes in historical perspective, the author probes deeply into the psycho-semiotic dimensions of spectating and the technico-ideological apparatus of advertising, which engages the consumer in a circuit of desire linking code, capital and culture.


Laura R. Oswald and Nassima Ourahmoune (2006) ,"“Sex For Sale: Positioning the Eroticized Male Body in Calvin Klein Advertising”", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 2.


Laura R. Oswald, ESSEC Business School
Nassima Ourahmoune, PhD Candidate, ESSEC Paris


GCB - Gender and Consumer Behavior Volume 8 | 2006

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