I read an article about masculine advertisements, specifically commercials,that were aired during the latest super bowl. It was a very interesting article about the type of masculinity that a Dodge commercial portrays compared to a Dove commercial. In both the commercials, the overall idea is a strong and confident man, but the companies go about different approaches to convey this to their male viewers. In the Dodge commercial, he whole piece is a list of “reasons” why men should buy the Charger. Yet, the “reasons” are actually motivating behavior by unconsciously activating the goal of pursuing strength in your identity as a male, and stimulating the emotion associated with that goal to ultimately impact purchase propensity toward the Charger. The main message is to be a strong, non-emotional male who gets what he wants. However in the Dove commercial, Dove, has taken a different tactic and, is targeting a different segment of the male population – not one that feels emasculated and utterly powerless in their relationship and work life, but rather, Dove is targeting a male that feels strength and power from the choices he has made in his life and wants to celebrate and reinforce his current feelings and identity as a man. Here, it portrays a more emotional, less "macho" male. It is interesting to see how two companies sold the same message to men just in totally different ways.
http://www.youtube.com/watch?v=IuexzKkMIDc
http://www.youtube.com/watch?v=2RyPamyWotM
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