Male product endorsers and the embodiment of modern Thai masculinities in skincare advertisements

As male endorsement in advertising continues to expand, and alternative forms of masculinity emerge in Asia and elsewhere, this article asks how skincare advertisements in Bangkok participate in these worldwide trends and how different forms of masculinity are represented and embodied in such advertising. The article analyses skincare advertising signs – banal sexed signs that form a significant part of Bangkok’s linguistic landscape – through the lens of social semiotics. The analysis reveals the use of both a more stereotypical form of masculinity associated with male heterosexuality and the ‘new man’, a masculinity associated with a ‘softer’ personality and Asian beauty trends. Important components contributing to the latter image include depictions of ‘feminine touch’ and multilingual texts. The findings illustrate how the new man serves as an important marketing tool, promoting not only a particular masculinity but also a modern, middle-class lifestyle.