THE EROTIC CAPITAL OF MEN FROM THE PERSPECTIVE OF THE SOCIOLOGY OF MARKETING COMMUNICATION
THE EROTIC CAPITAL OF MEN FROM THE PERSPECTIVE OF THE SOCIOLOGY OF MARKETING COMMUNICATION

Summary/Abstract: Beauty and human attractiveness are an objective reality, not just a myth. The biological sciences, socio-biology or sociology have long since proven the existence of beauty as a factor which influences a range of circumstances in life. Recently, the theory of erotic capital, which expands and extends the concept of human capital to include a further significant dimension, has begun to develop in sociological thought. Erotic capital is a complex quality which, in addition to physical attractiveness, incorporates sexual attraction, social competence, temperament, sexuality and the ability to present oneself well. The ability of selfpresentation is also associated with the ability to groom oneself and to care for one’s appearance and body. This dimension of erotic capital is fast becoming an area of interest for the male population in modern societies, which is becoming increasingly prepared to invest significant funds in self-grooming. We have endeavoured to support the hypothesis that a relationship exists between the efforts to increase one’s attractiveness and the desire for success. That which can be designated as “grooming” is becoming a growing economic branch supported by an increasingly massive marketing industry, but also an important individual life strategy for men who are motivated by an orientation towards success. It has been shown that physical beauty and attractiveness are consciously associated with the achievement of success.

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