These images were used in the 2009 ad campaign for Emporio Armani men’s underwear, featuring international soccer star David Beckham. Beckham’s body is highly sculpted, and the poses featured in the images are undoubtedly sexually suggestive. In many ways, the ads might be seen as mimicking some of the styles that are commonly featured in advertisements that highlight women’s bodies.

discussion

Does Beckham exemplify traditional notions of masculinity in these advertisements? Why or why not?

Is it surprising to see a man featured in a magazine in this way?