Male Body and Space in the Representation of Tobacco Advertisements in Contemporary Japan

Abstract

The consideration of male bodies is a significant issue for gender studies in geography since they are an influential factor in constructing gendered spaces. Few studies, however, have paid attention to male bodies, a fact that contrasts starkly with the amount of attention directed toward female bodies. Thus, the objective of this study is to clarify how male bodies contribute to the construction of gender-differentiated spaces by investigating the representation of tobacco advertisements in Japan.In Japan, smoking is primarily a male behavior; the smoking rate for men is about 47%, whereas that for women is about 12%. This is because Japanese tobacco advertisements tend to represent male bodies and their spaces around them.This study uses Japanese tobacco advertisements in Japanese magazines during 1987-2000. Surveying these advertisements, the following five characteristics were more significantly associated with represented male bodies than with female bodies.First, male bodies are represented with natural scenery whereas female bodies are represented in artificial environments. This implies that male bodies are intended to challenge nature. The images also emphasize the vastness of their space.Second, male bodies are represented with few words, while female bodies are accompanied by many words. This means that male space is emphasized by quiet, dignified male bodies through the elimination of words.Third, male bodies are accompanied by women's eyes. This representation of women gazing deeply at smoking men leads to the acknowledgement of male smoking space. This also means that male space is supported by female bodies.Fourth, male bodies are represented with the gesture of exhaling smoke, whereas such representation of female bodies is controlled. This difference indicates that only males are allowed to control their space by breathing out smoke.Fifth, male bodies are represented with distance between each other, contrary to women's bodies. Male relationships are defined only by their work, women, and smoking in order to bridge the distance.In conclusion, Japanese tobacco advertisements represent male bodies and contribute to the construction of male space as well as suggesting how men's personal space is associated with the wide open spaces. On the other hand, this finding also means the advertisements are prejudiced and biased toward men and the spaces they occupy. Therefore, it follows that we need to elucidate the meanings of ordinary male bodies in daily spaces.