The Evolution of the Idea of the “Macho Man” in Advertisement Dating From the 30’s To Our Times

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Machismo or the idea of "Macho Man" can be seen as a set of beliefs, customs and attitudes and even a culture, which hold that men are superior to women intelligence, strength and other capacities. Those who believe in it or have been raised by it, think that is the man who has control of decisions and choice making, that it can control the women at his convenience. The masculinity or what we often call machismo has been a problem for society for centuries now. Marvin Harris, in this book "Cannibals and Kings, The Origins of Culture" proposes that the origin of this culture is not given to the aggressive nature of man but in population and environment pressures. He suggests that the origin of male supremacy has its origins in the need to maintain the population rate under control, being the central point of Harris theory the sexual freedom of women in relation to birth control.
To understand the notions of this custom, one must go back a long time. Old societies used to base their economy on hunting, and here we can see the first division of tasks between men and women. Males had the mission to find food for home, this food usually consisted of wild animals to be hunted in groups, and women corresponded parental care and housework. This social division of labor becomes part of human settlement; it had to do with anatomical difference that made the woman a better prospect to take care of babies and mainly the possibility of breastfeeding. Subsequently begins to be attributed male labor, and women are seen in a more passive way and does not keep close relation to religious iconic model of the collective imagination of the men at the time, all the gods, mighty warriors should have the image of the fierce and skilled hunter, so is th...

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Cervantes (2006). A new understanding of the macho male image.
Ceulemans, Mieke, and Guido Fauconnier. "Mass Media: The Image, Role, and Social Conditions of Women." Global Media Journal June 2012: 1-79.
Infante, Rosa (2008): Cit. en “El aroma, arma de ventas”, El País, 25 de mayo de 2008.

Instituto Andaluz de la Mujer (2003): El análisis de la publicidad. Orientaciones para una lectura crítica. Junta de Andalucía, Sevillla
Márquez Guerrero, M. (2007): “Análisis semiótico del concepto actual de “Belleza” en la publicidad dirigida a la mujer”, Trastornos de la Conducta Alimentaria
Puleo, A. H. (2007): “Introducción al concepto de género”, en Plaza y Delgado, 2007.
Solana, D. (2007): Entrevista en “El nuevo marketing 2.0”, Interactiva Digital no 79, abril de 2007.
Yrache Jiménez, L. (2007): “Imagen de la mujer y el hombre en publicidad”, en Plaza y Delgado, 2007.

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