Masculine Ad

There are many different forms of advertisements all over the world.  These advertisements are displayed in many different places. Some specific places where these advertisements were seen are in magazines and online. The advertisements that were displayed, either in magazines or on the computer displayed a major theme of masculinity or femininity. Aaron Devor classifies the theme of masculinity and femininity in his article entitled, Gender Role Behaviors and Attitudes. One example of an advertisement that clearly displayed this concept in its advertisement was an advertisement for Mustang cologne. This specific advertisement displayed the concept of masculinity and the behaviors and attitude that was displayed with it. The advertisement displayed a man wearing sunglasses and a leather jacket looking away from the camera with a mustang in the back ground. The way the man was looking in the ad shows him looking to the bottom right corner. This displayed that he has an attitude because he wasn’t making eye contact with the viewer. This is typical for a man who was trying to look more masculine than he really is, because he is showing off that he doesn’t care what others think about him. The man was not smiling and he didn’t show any expression. This means that he is being secretive and mysterious, so women would typically go after the “bad boy”, which he was further classified as because of the leather jacket. The mustang in the background on the dirt road also gave off a sense of masculinity because a mustang was typically labeled as a masculine car. A mustang also has a lot of horsepower, so it is a powerful car which also is another sign of men and masculinity. On top of that the mustang was the car in the ad, the color of the mustang was black, which is a color that is usually associated with men and power. In the reflection of the man’s sunglasses you see a mustang, the horse this time, which was yet another manly image in this advertisement. The mustang, the horse, could have been seen as a reference to the cowboys. Since this was cologne for men and cowboys were very manly men, who would travel across the county side chasing Indians, drinking whiskey, and ruling the town where they came from. The setting of the advertisement is the desert, which showed that the man in the ad can survive in harsh climates. This shows that men who can rough it in the desert are shown as the typical masculine men. Also he was not just surviving in the harsh climate of the desert but instead he was excelling in that particular climate. Another piece of the setting that show masculinity was that the car was in the in the wild also because it just further proves that the car is manly. On the bottom of the advertisement the worlds “Mustang the new fragrance for men” also helped show off the key message of masculinity which was displayed in this ad. The ad saying that it was the new fragrance for men means that there were previously other fragrances that men used, but this fragrance was better than the other colognes that were around. It was the dominate smell for men so it further proves the message of masculinity because it was the best smell so it overcame all other smells and is the new major smell. This product’s ad shows only signs of masculinity, with no signs of anything feminine in it. The writing isn’t asking you to try the cologne it is telling you that it is the new fragrance for men so that is masculine. Also it is telling you that if you want to smell like a man you should use this cologne. This ad was pretty much showing you that in order to be a man you need this cologne, also without even showing or mentioning a women it is implying that if you want to be able to get women or if you want to get nice cars you need to have this fragrance. This ad showed many different messages of masculinity, but the man concept of this whole ad was that masculine men wear this cologne and if you want to be one you should to.