Tommy Hilfiger- Contemporary Representations of Men

This contemporary text reinforces some traditional stereotypes of men, but also presenting some new stereotypes. The traditional stereotypes are the womanising male character, seen in this text. Flashbacks of the protagonist (who is a celebrity), shows him sexually engaging with a women, who if fetishied instead of the protagonist, reinforcing the male gaze theory (Mulvey). The new representation of men, is the glamourous, celebrity male, who is intrested in body image which is a stereotype of women, suggesting an androgynous male who embodies both male and female traits. This is signified by the stroung use of lighting, such as top lighting of the male and female charater which is very glamourous. Also the prop-the plane in the background- strongly connotes wealth and glamour. This texts could be suggesting the users of the product will be treated like celebrities, especially by women.