They infuse a brand with aspirational imagery and attempt to convey the message of “If you buy this product, then you’ll obtain the pinnacle of manliness.
When men are the target audience, advertisers often take a different approach. Remember that Diet Coke commercial from the 90s? The one with the gals taking a “Diet Coke break” to scope out some brawny, good looking, and shirtless construction worker from their office window? Perfect example of using a masculine image to sell to women.
When selling to women, advertisers hope to lure the fairer sex into opening their pocketbooks by using masculinity to symbolize the strength of their products or by associating their brands with virile sex appeal.
For over a century, companies have used masculinity and manliness (or idealized versions of it) to sell their wares to both men and women.
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