Fragile Masculinity - The Masculinisation of Quotidian Consumer Products

Advertising, as a semiological system, has at its disposal a myriad of symbols through which it is able to signify different ideological perspectives and beliefs and adhere these to different products. The use of gender in advertising and branding is not a new phenomenon, however in recent years many new quotidian consumer products have been created to cater for a specifically male market. This thesis aims to discuss possible reasons for this occurring and aims to provide a semiotic analysis of the different strategies in the branding and advertising of such products.