"masculinity"

When looking at advertisements it is extremely interesting to see the differences of how “masculinity” can be portrayed. The first advertisement is the definition of hyper masculinity. The guy in the ad is completely a Marlboro man, someone that all guys want to be. He is a tuff, many, cowboy. This ad tells guys that to be a man, you have to be manly.

Meanwhile, the other advertisement is the complete opposite. This man is in a female pose, with his hair gelled back and in innocent white. This is not a manly advertisement at all. If anything it takes more of a feminine approach, which the guys who will look at this ad might have a little in them if they are indeed buying Calvin Klein cologne.