Glorification of masculinity in the advertisements of Kool shaving cream or foam

The present study is an investigation of the advertisements of Kool shaving foam/cream to find out the masculine biases and discourses by analyzing the speeches, linguistic and literary devices, character portrayal and physical setting of the advertisements. Three advertisements of Kool shaving cream, which are retrieved from the YouTube, are taken as samples in this research. Qualitative approach has been adopted to interpret the data. For the findings, analysis and discussion critical discourse analysis (CDA) based on Fairclough’s three-dimension approach is applied. The analysis reveals that while circulating and advertising of Kool shaving foam/cream the advertisers have concurrently disseminated patriarchal ideologies and masculine discourses that have long been being lived out in our society as discursive practices. It is also found that at the end of each sample advertisement it is the veneration of masculinity, not the circulation of the product, which is significantly highlighted. The research carries significance for the academia of media studies, gender studies and other related fields.