Juan Rey is a Professor [Profesor Titular] at the University of Seville and his speech contributed a point of view about new consumers, prototypes of masculinity and hybrid genders.

Juan Rey explained why the society and advertising can not be understood separately and he quoted Dr. G. Corny: "In a consumer society the image in advertising translates the values of the dominant ideology".

Advertising changes according to the demographic, sociological, economical, ideological (…) changes. It always tries to keep as close as possible to the course of society. Advertising changes because the society changes, and there are only three obstacles that can impede the change of advertising discourse: the stereotype of mother, the importance of profit and the consumer's perception of a product as more or less masculine.

One of the changes reflected in advertising is the feminization of men. In advertising speech, the male prototypes have been changing trough decades. All began with the birth of "el hombre bello" [the beautiful man]. The society lived a historical change of roles, where men began to leave the archetypes. What occurred was the feminization of men. Men moved from buying tobacco, cars or alcohol, to buy perfumes, clothes and accessories…

Then appeared other prototypes of men.

Men have been introduced into advertising discourse by imitating women. Thus, men can be considered in this context as "the shadow of the shadow of women".

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