Media tagged Masculinity

Gold Bond Men’s Lotion ad: “Bees & Honey”

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This 2015 commercial for skincare brand Gold Bond features retired professional basketball player Shaquille (Shaq) O’Neal advertising Gold Bond Ultimate Men’s Essential Lotion. The ad starts with a closeup of Shaq holding the lotion, saying, “Think of Gold Bond’s Men’s Lotion as honey…” The camera zooms out as three women walk towards him, and he says, “…and here come the bees. Bzzzz.” The ad ends with another closeup of Shaq saying, “Man up with Gold Bond.”

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Gucci - Guilty For Him

NOTE: Read in Conjunction with "Gucci - Guilty for Her" 

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These are two print advertisements for “Guilty”, a cologne produced by the Gucci company. The first ad is for the “Guilty For Her” perfume that was launched in 2010; the second is for the “Guilty Por Homme (for men)” cologne that was launched in 2011. Both advertisements feature a man and a woman, shirtless and in close contact. In the women's version, the female stares directly into the camera; in the men's version, the male stares directly into the camera.

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Guiness Wheelchair Ad

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This television ad for Guinness beer features five men playing an intense game of wheelchair basketball, while poignant music plays in the background. A narrator proclaims: “Dedication. Loyalty. Friendship,” when the game ends, and suddenly all but one of the men in wheelchairs unstrap themselves and start walking out of the gymnasium. The narrator continues: “The choices we make reveal the true nature of our character,” as the group head to a bar. As the ad ends, it becomes clear that these able-bodied male friends have chosen to play wheelchair basketball in support of their wheelchair-bound friend.

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G-Unit Clothing

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This is an ad for G-Unit clothing company, which was founded by 50 Cent – a successful rapper – in 2003. In this image, several African American males stand around a car at night in an inner city location. It appears that the car is being loaded with large speakers. The central male stands on the car’s hood and looks down at the viewer. The slogan on this poster is “Be the Neighborhood Idol.”

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Heineken ad (German)

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This German commercial for Heineken beer depicts a woman showing her female friends what can be assumed to be a new home. When she opens her large closet of clothing, shoes, and jewelry, the women shriek with delight. Off-screen, they hear a roar of excitement, as the camera cuts to four excited men standing in an over-sized fridge filled with Heineken.

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