Since the early years of perfume advertising, advertisers have explored and exploited men by using masculinity values under maintained hegemonic masculinity. However, in the 21st century,  a  new  portrayal  of  men  in  perfume  advertising  appears.    The  proliferation  of eroticized and sexualized men’s images pose new notion on masculinity and raise questions about  male  body.  Thus,  this  research  is  conducted  to  show  and  explain  male  body
sexualization and disclose the reason why.

This research is a descriptive qualitative research. The data are four men’s perfume advertisement  (i.e.,  Marcs  Jacob  “Bang”  (2010),  Yves  Saint  Laurent  “Kouros”  (2011), Versace “Eros” (2012) and Jean Paul Gaultier “Le Beau Male” (2013)). The primary data consist of all the photographic elements in the advertisements while the secondary data are the results of research and study collected from books, journals and other related references. This research applies semiotics theory, body politics theory, objectification theory, gaze theory and socio-cultural approach.

The  research  reveals  that  male’s  body  is  sexualized  through  (1)  nudity  (2)  ambiguous sexuality (3) narrative tales and concepts and the motive behind male body’s sexualization is to extend the market into (1) heterosexual men (2) homosexual men and (3) heterosexual women. Regarding the objectified images of men, a new portrayal of masculinity is born –i.e., metrosexuality.
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