Change search
ReferencesLink to record
Permanent link

Direct link
Thou shalt sport a banana in thy pocket: Gendered body size ideals in advertising and popular culture
Stockholm University, Faculty of Humanities, Centre for Fashion Studies.
2010 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 10, no 1, 45-73 p.Article in journal (Refereed) Published
Abstract [en]

The present article addresses the issue of how idealized accounts of penis size - a bodily feature that plays a crucial role in how masculinity is constructed today-gets produced and reproduced through advertising and popular culture. The analysis shows that there are plenty of normative accounts of a particular penis size, despite a lack of explicit representations in mainstream cultural outlets. These normative messages are so ubiquitous that men in Western consumer cultures are bombarded with the archaic imperative: thou shalt sport a banana in thy pocket. Discourse analysis is used to illustrate the different sets of interpretive repertoires available that circumvent the taboos surrounding penis size in subtle and roundabout ways in order to create a sense of an ideal that should be adhered to. These sets of discourses function to give an ambivalent message in which males are caught in a discursive cross-fire where they are potentially made to feel anxious about their anxiousness and embarrassed about their embarrassedness.

Place, publisher, year, edition, pages
2010. Vol. 10, no 1, 45-73 p.
Keyword [en]
advertising; consumption; gender; idealized bodies; masculinity; popular culture
National Category
Business Administration
URN: urn:nbn:se:su:diva-38691DOI: 10.1177/1470593109355255ISI: 000276365900003OAI: diva2:312882
Available from: 2010-04-26 Created: 2010-04-26 Last updated: 2011-11-23Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full text

Search in DiVA

By author/editor
Östberg, Jacob
By organisation
Centre for Fashion Studies
In the same journal
Marketing Theory
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 238 hits
ReferencesLink to record
Permanent link

Direct link