Gender, Power, and Fetishism in Under Armour Advertising

Introduction: Advertising, Gender, and Sexuality

Advertising's most fundamental function is to sell products, but in order to do so, advertising must also shape the values and norms of the culture. One of the most obvious ways advertising shapes social norms and cultural values is through the representations of gender and sexuality. Few products other than adult toys, condoms, and others of an overtly sexual nature offer as much potential to shape, play with, and manipulate gender and sexuality as undergarments. In an advertisement for its line of men's underwear, the company Under Armour promotes an ordinary product by claiming that it has an erotic appeal. The fine print of the advertisement states mainly that the underwear is comfortable and can keep the wearer "cool and dry," but the image speaks more about the way the underwear will confer grand sexual prowess and status on the males who wear it. Although the Under Armour advertisement is powerful and effective, it highlights some of the problematic features of consumer culture, including fetishism and chauvinism.

Visual Composition and the Objectification of Women

The Under Armour advertisement depicts a male model wearing a pair of otherwise nondescript black underpants. Appearing as a full-page advertisement in a magazine, the image showcases the physique of the man wearing the underwear. His is an idealized male body akin to ancient Greek statues, in which each muscle is finely chiseled and honed. The man is broad-shouldered and stands stiffly at attention in an almost military fashion, but given the presence of a woman on the bed behind him, the viewer feels as if a private moment has been interrupted. The look on the man's face appears to say, "What are you doing here?"

Behind him, in the background of the image but no less important, is a woman wearing a silky gown that blends in with the satin pillowcases. The continuity between the woman's garments and the pillowcases suggests that she is simply part of the furniture — something to be sat on and used. She exists, as the title of the ad boldly asserts, "for the benefit of mankind."

The woman sits in a provocative pose with one thigh exposed and a gaze directed straight into the camera. A brick wall implies that the couple is in a sleek urban loft, and the grey minimalist color scheme carries a stereotypically masculine American aesthetic. Given that urban lofts are expensive, the advertisement also bears a potent subtext connecting sexual attractiveness to social status and financial power. Sex, money, and power are intimately linked. The Under Armour advertisement therefore exposes pre-existing gender norms regarding aesthetics and lifestyle.

Heteronormativity and Male Dominance

Moreover, the advertisement exhibits the power and potency of heterosexuality and reinforces gender roles because the man is visibly imposing, looming large over the woman he has just bedded. The title of the ad — "For the Benefit of Mankind" — clearly signals that it is "mankind," and not "womankind," that benefits from heteronormativity. The main goal in sexually charged advertising is, as it is with most "for the benefit of mankind"-style imagery, "power over another, either by the physical dominance or preferred status of men or what is seen as the exploitative power of female beauty and female sexuality" (Kilbourne, "Two Ways," 459). This is why the designers of the advertisement position the large male figure front and center, demonstrably dominating the woman who blends into his sheets. He has conquered her through the power of his new underwear.

Fetishism and the Eroticization of Products

One of the most striking features of the Under Armour advertisement is the way sexuality is linked with underwear. The company clearly wants to market its product as something consumers will associate with male virility, rather than with qualities such as comfort or durability. Ironically, the text printed below the image fails to mention eroticism or sexuality at all. Instead, it focuses on the pragmatic traits of the undergarment — the "lightweight" fabric that keeps one "cool and dry" at the gym, and which is stretchy and "breathable." Nothing in the printed text suggests sexuality, and Under Armour is far better known for athletic wear than for underwear.

This particular advertisement illustrates how marketing "fetishizes products, imbues them with an erotic charge" (Kilbourne, "Two Ways," 459). The company clearly aims to attract a consumer who goes to the gym to build an impressive physique and attract members of the opposite sex. Under Armour could have chosen to appeal to a health-conscious male interested in the technical performance or durability of the fabric, but instead elected to depict their product as a facilitator of male gender norms and sexual roles.

Conclusion: Selling a Dream Through Power and Sex

Under Armour has, as the advertisement's text states, a solid brand reputation that alone could be used to sell their garments. Marketed mainly to men, Under Armour products are a line of budget-friendly and mid-range athletic and comfort wear. The advertisement for underwear could have been straightforward and devoid of overt sexuality. Yet Under Armour cannot rely on the quality of its products alone. The company understands that "sex never fails as an attention-getter" (Solomon 408). Using what Kilbourne would call a "pornographic" set of images, motifs, and symbols, the Under Armour advertisement rests on a set of interrelated values: the idealized appearance of both men and women, the heteronormative relationship between a dominant male and a subordinate female, the visibility of the male and the background status of the female, and the importance of sexual potency "for the benefit of mankind."

Although the Under Armour advertisement is highly effective, and is only one of many similar advertisements, its subtext and semiotics are problematic. The main goal in this ad, as in most that use sex to sell, is to reinforce male power vis-à-vis the female. Power is suggested in several ways: through the man's physical stature — buff, broad-shouldered, and upright — as well as through his sexual conquests, evidenced by the woman on his satin sheets. The trendy loft setting links sexuality to financial and social status. Another method is to connect the underwear to grandiose values and goals. "For the benefit of mankind" is a gross overstatement of what the underwear can actually do. The garment may deliver the comfort and breathability the text describes, but wearing it will not confer sexual, financial, or social status on the wearer. The advertisement is selling a dream — and that is precisely how such advertisements persuade consumers to part with their money.

Works Cited

Kilbourne, Jean. Killing Us Softly. Film.

Kilbourne, Jean. "Two Ways a Woman Can Get Hurt."

Solomon, Jack. "Masters of Desire: The Culture of American Advertising." The Signs of Our Times. Putnam, 1988.