Media tagged Masculinity

Nikon Coolpix-Ashton Kutcher

About

Since 2008, Ashton Kutcher has served as a spokesperson for Nikon Coolpix. In this commercial, Kutcher leaves his Nikon Coolpix camera unattended in a hotel lobby, and watches as groups of beautiful women cannot resist taking pictures of themselves with it. The end result is that Ashton is in possession of numerous pictures of these women. As he exits, he tells the doorman that he will make him copies.

read more

Nine West ad – “First Day of Kindergarten” shoes

about

This 2014 advertisement for Nine West shoes came from the company’s website, under the category “shoe occasions,” of which there were two: one for the “First Day of Kindergarten” and the other for “Starter Husband Hunting.” The ad reads: “First day of kindergarten: the bus arrives and so do the waterworks. Then it hits you. Mommy now has the weeks off. Wipe those happy-sad tears…we got a shoe for that.” A woman’s lower half is shown in a pink overcoat with high-heeled black shoes. She is holding a tissue, and there are crumpled tissues strewn about her feet as if she has been using them to wipe away tears from crying.

read more

Nine West ad – “Starter Husband Hunting” shoes

about

This 2014 advertisement for Nine West shoes came from the company’s website, under the category “shoe occasions,” of which there were two: one for “Starter Husband Hunting” and the other for “First Day of Kindergarten.” The ad has a list of requirements for women when they go “starter husband hunting,” including needing a little black dress, smokey eyes, a wing-woman, and Nine West shoes, and shows a target with arrows in it, with a woman’s leg straddled across the target, wearing an animal print high heel. Her hand is also shown gripping a handful of arrows.

read more

Old Navy-Corporado Menswear

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.”

read more

Old Spice - Not Meant for All Men (1983)

About

This 1983 advertisment from Old Spice is explicit in describing what it means to be an “Old Spice Man”, at least at that time. Namely, Old Spice is for a white, heterosexual, middle-class, middle-aged man.

read more