Corpos perfumados: os homens em anúncios da revista Men’s Health

In this research, we have studied the representation of male body in perfume advertisements that were published on Brazilian Men's Health magazine issues from January to December 2011, according to image analysis methodology by Martine Joly. The aim of this research was the identification of categories of men represented on those images. From the studies of Elizabeth Badinter and of Marian Salzman and colleagues, we employ the idea of a masculinity detached from sexual behavior of men which we call in this study neo-masculinity. We also treat the man without opposing the genders, employing the perspective of Michel Maffesoli and other researchers from the Centre d'Études sur l'Actuel et le Quotidien. We define what we considered to be a male magazine in the core of this research after drawing a pathway of this type of segmented magazine in Brazil by researching the periodic publications collection at Biblioteca Nacional. We employ the concepts of luxury according to Gilles Lipovetsky and Elyette Roux we establish the perfumes within this universe of luxury and hygiene. And we adopted studies about modern perfumery in order to conceptualize the perfumes and classify them.