This study examines the construction of new models of masculinity in men’s lifestyle magazine advertising in India. Using textual analysis of advertisements, the study shows how certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. These types of constructions help to globalize the male body and masculine ideal while also privileging whiteness and class in the local and global arena.

这项研究探讨了印度男性生活方式杂志广告中男性气概的新模型的构建。通过对广告的文字分析，该研究表明如何采用某些西方男性理想和人体美学并将其重新制作成广告，以吸引和促进居住在印度城市中心的中上层印度人的消费。上层和有抱负的中产阶级男性气概的当代结构包括身材和肌肉过度，白皙皮肤/白皙以及将自己视为全球种族的观点。这些类型的结构有助于使男性身体和男性理想全球化，同时在本地和全球舞台上赋予白人和阶级以特权。