“What makes an ideal man? Page through the advertisements placed in a standard American men’s magazine, and you’ll find one idea: He is a stomping, yelling, shooting, drinking, fucking, tough guy. He has big muscles and a limited emotional range—stoic, angry, horny. He exists in dark alleyways, war zones, and fast cars. He holds his beer bottle over his crotch to approximate a boner.
If advertising is meant to be aspirational, these ads are presenting a pretty sad version of what American men can aspire to be. And advertisers aren’t selling this hyper-masculine ideal to just any man: They’re specifically targeting the younger, poorer, less-educated guys in the supermarket aisle.”