About

This ad for Old Navy men’s clothing urges men to dress like "corporate cowboys." A man dressed in Old Navy is featured in rocky wilderness. The ad juxtaposes the work of cowboys with the activities of a corporate office worker: swinging a whip becomes swinging a golf club; shooting a snake in the mouth becomes putting a snake on hold while taking a cell phone call; and, slinging a gun into a belt becomes slinging a cell phone into a belt. The final slogan states that these clothes are for “today’s corporate cowboy.”

Discussion

What traits of masculinity are associated with a cowboy? What traits of masculinity are associated with a corporate office worker? How are they different/related to each other?

How would you describe the tone of this ad? Ironic? Funny? Serious? Something else? How does the tone help sell the Old Navy brand?