SEXTANT: masculinities, sexualities & decolonialities

ABSTRACT

This is a proposal for an advertisement of Dettol that sets the framework for promoting a caring masculinity that does not deny responsibility, but learns to share it with loved ones. The idea for the proposal for Dettol is based on the poor portrayal of male figures in advertisements for cleaning products. My research in Dettol advertisements across countries shows that men are displayed in “manly” specific situations, such as cleaning a car or being proud of their children when they listen to their mother and clean after themselves. This research covers advertisements from 1980, and it is done in a global context. The depiction of male figures in the cleaning industry’s advertisements is poor or absent. The older the ad is, the fewer men appear in them. The advertisement proposal I created is based on two themes: First, a young man incorporates responsibility in his life and feels proud of his accomplishments. Then, he enjoys communicating his feelings with those who have loved and accepted him, getting himself closer to caring masculinities.

KEY WOrDS

Masculinities; Caring masculinities; Family; Advertisements; Gender

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