In the following scholarly article JE Schroeder argues that male bodies have become the subject of "the gaze" that historically - in art, painting and advertising - focused on female objects. The three ads that he analyzes to support this argument are by no means, as he points out, a representative sample. They do, however, show that a meaningful shift has occurred in subjecting men to this same "male gaze" that has, until very recently, objectified only women. The article is .doc, and so you'll have to download it to read it. The link I am attaching is to the Google search that brings up the downloadable file ("The Gaze, the Male Body, and Advertising: A Visual Approach," by Johnathan E. Schroeder). Enjoy.
http://www.google.com/search?q=google+scholar&rls=com.microsoft:en-us:IE-SearchBox&ie=UTF-8&oe=UTF-8&sourceid=ie7&rlz=1I7GGLL_en#sclient=psy&hl=en&rls=com.microsoft:en-us%3AIE-SearchBox&rlz=1I7GGLL_en&source=hp&q=the+gaze%2C+the+male+body%2C+and+advertising&pbx=1&oq=the+gaze%2C+the+male+body%2C+and+advertising&aq=f&aqi=&aql=&gs_sm=e&gs_upl=4388l13447l0l14113l48l30l3l0l0l1l717l10327l3-10.3.7.2l22l0&bav=on.2,or.r_gc.r_pw.&fp=436beb31aaabf9cf&biw=1280&bih=607
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