Processos de atualização da imagem masculina na comunicação publicitária.

This paper discusses the representations of the construction process on the man through possible imagery update movement(s) of masculinity(ies) in contemporary advertising. Based on socio-cultural context and advertising, we have developed two empirical analysis categories - Flexible and Oppositional - which expressed in a greater or lesser degree of intensity, other possibilities of experiencing masculinity. For this, we analyze eightcommercials, local and global broadcasting, from the methodological proposal of Joly (1996), combining technical aspects of the advertising message to social practices, to understand the flexibility of movement and spacing of the male image in relation to hegemonic model, traditional media and masculinity. The need to promote other imagistic representations of masculinity, a result of the reflection of the very practical field of advertising, we believe that this openness, even if still limited and far from the case of young male, is able to propose updates and mainly rethink one male hegemonic that historically seems to belittle and override other ways to experience a plural masculinity. [ABSTRACT FROM AUTHOR]