Background: Philosopher Michel Foucault wrote of one of the major mechanisms in society--the categorization of people into “normal” and “abnormal.” Foucault's emphasis is particularly relevant in addressing gender and the body in popular culture. A common misunderstanding of the analysis of gender and popular culture is that normalization is limited to female bodies. In fact, as the ads below illustrate, normalization is present in male bodies. Like the imagery of females, males are presented in "perfected" forms and are told that there are ways to improve their bodies.

Focus on the Ads: Image 4 presents normalization as a choice that men must make-the consequence of not choosing a normalized body is presented in the front and rear bodies. Image 8 presents a similar theme in the body and the language ("candy ass"). Ads 6, 7, 12 offer a common site of male normalization, that of the bodily improvement remedy.

Why? How to Read Reaction to Ads Controversy Constructions Male Gaze Male Sex Violence Against Men Male Ads Male is Culture Phallic Male Fantasy Homophobia Male Normalization Man as Hero Men in Control Roles Normalization Exotics Women of Color Exotics Surreal Exotics General Difficult Femininity Dolls Naggers Body = Tool Nymphomania Male Objects No Subject Body Parts Becoming Objects Sex Objects Contorted No Product Connection More Body Parts Dehumanization Women as Stupid Women Consumers Women = Nature Only the Body Political Violent Women Faux Power Wet Women Reductionism Body as Landscape Captured Legs as Framing Violence Against Women Women and Fear Death Relationships Sexual Violence Competition Faux Lesbianism Linguistic Violence Constructions of Marriage U.S. Values Global Ads Social Class Ads Kids and Ads Ageism Video Games Advertisers Response Man Show Maxim Side by Side Mock Ads Progressive Ads New Constructions Social Change Bibliography Links Action Hall of Shame

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