Masculinity

I chose this males Under Armour ad to represent masculinity. First by looking at the ad, one can see that the setting and the colors are very masculine and represent masculine qualities. The man is working out in a very non-ideal setting, an old warehouse. The colors of the warehouse are also very masculine colors, dark. Also, he is working out with non-typical workout equipment; a cinder block and two old tires. All of these visual qualities of the ad represent hyper masculinity. Boys are brought up and formed by culture to be interested in and attracted to different things than girls. Girls tend to be attracted to lighter colors and more dainty things, and interested in activities more associated with the feminine image, family, friends, or socializing. Generally, boys are brought up to be interested in darker colors, sports, and more adventurous and rugged activities. These differences are visually portrayed through these advertisements by using differences in color, setting, clothing, and objects. These differences portray the constructed nature of gender norms and these ads are a performance, trying to reach a male or female audience by portraying different interests associated with the typical man or women that have been constructed through social norms.