... Viagra? Or drive the fastest and most stylish car of the century? Or spend over two thousand dollars a year on fancy clothes? The term, "new man," is attributed to a series of advertisements for men's wear that simultaneously depicts muscular masculinity and a passive mode of male sexuality. The trend in modern clothing has continued to flourish, with broad-shouldered double-breasted jackets giving way to more fitted three and four-button single-breasted jackets. Boldly colored shirts with matching ties and, more commonly, knitwear have replaced the white dress shirt. What interest men about these advertisements is a new framing of the surface of our bodies; one that emphasized not so much the assertive power of a muscular masculine physique but these bodies openly invites a desiring look from women. The modern men of this twenty-first century wants to be able to afford the new technologies of cosmetic surgery that now offers the ...

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