This 2009 ad for CVS pharmacy features an Asian-American mother and her twin boys. The mother speaks of the financial value she gets from CVS's 2 for 1 plan, especially with her twins. The content of the commercial is hardly notable or unique -- and that is exactly why it drew praise from some segments of the Asian American community, who praised its portrayal of a "normal" Asian-American family.
These images were used in the 2009 ad campaign for Emporio Armani men's underwear, featuring international soccer star David Beckham. Beckham's body is highly sculpted, and the poses featured in the images are undoubtedly sexually suggestive. In many ways, the ads might be seen as mimicking some of the styles that are commonly featured in advertisements that highlight women's bodies.
This ad for Dockers khakis premiered during the 2010 Super Bowl. A band of men – with fully clothed torsos but wearing only underwear – meet up and march across a vast, dry grassland. They sing “I wear no pants,” as a rousing chorus. This ad was part of a larger campaign by Dockers, calling on men to “wear the pants”, drawing on the idiom that means to be in charge of a relationship/family. The men in this ad are mocked for being emasculated – that is, pants-less – and are urged to reclaim their masculinity by buying and wearing pants, specifically Docker’s khaki pants.
This web and print campaign from late 2009 hails khakis as the "call of manhood" - the only solution to the androgynous evils of our "genderless society." The advertisement describes how, back when men wore pants, they "took charge" and society functioned smoothly. But as men began sipping lattes, eating healthfully, and dancing at discos - and as women in turn began to wear pants - cities began to "crumble."
This Dodge Charger ad was aired during the broadcast for the 2010 Super Bowl. The commercial features images of defeated and exhausted-looking men, as a voiceover explains all the things that the men do every day in order to make the women in their lives happy. In the world in which this commercial takes place, women have gained power over men, making them feel emasculated and confined. In response, the man demands to drive the car that he wants to drive: a Dodge Charger, described as a “Man’s Last Stand”.