Analyzing advertising from men’s magazines in India, one sees a certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. This type of construction helps to globalize the male body and masculine ideal while also privileging whiteness and class in the local and global arena.
