Sexual Objectification of Pinoy Males in Billboard Advertisements

Abstract

Male models in skimpy undergarments showing their Adonis-like physique, presented in sexualized poses with disturbing bulges or crotches is one of the common landscapes in the Philippine advertising today. The author found the conflicting idea of a nation rich in morals, values and principles but endure high profanity or obscenity through sexualized male bodies as seen in billboards of fashion brands and gratification of visual desire among its spectators. Advertising promotes this phenomenon stimulating the idea that sex truly sells, male models are objectified as sexual objects capturing consumers' attention resulting to persuasion and eventual consumption of the product. Ads showing Pinoy males' chiselled bodies in silhouettes communicating sexual innuendos constitute a contemporary marketing technique; a ploy for companies to earn profit yet an avenue for public scrutiny and moral outcry.