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SOCI 1 Magazine Padlet Presentation  Julie Davis

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This workout program ad is calling out to men to prove themselves as men if they can follow this workout program. This falls into the toxic masculinity expectations in the country that you have to be a violent, assertive, non-emotional, and muscular man. It is within the realm of toxic masculinity that going to prison is considered manly and will “toughen you up” to be a real man. This ad plays to those themes with the images of men who are stereotyped to be in prison and from the picture look to be strong, muscular, and dominant.

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This image is deeply seated with toxic masculinity and hegemonic masculinity. Initially, the association between being a carnivore and eating meat to prove you are a man is short sighted and touches on violent themes of hunting, and killing for food. In the same way, the model has a wolf tattoo on his deltoid, baring its teeth and drooling at the beef protein whey. This also touches on the violent, unforgiving, and brutal themes of toxic masculinity. It sets the expectation that men must eat meat, become muscular, and be a “carnivor” in order to prove their manhood.

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This run is advertised with the picture of a man jumping through flames, enthusiastic, and athletic. All of these images and themes are rooted in hegemonic masculinity and expectations of men in the US. The buzzword rugged insinuates that a man fits the “manly” and brave expectation that they are willing to hurt themselves for their success in the race. Similarly, the man is jumping through flames which is a dangerous and daring feat. This ad acts as a challenge to men--sending the message “are you man enough to do this race? This is fun in our book!” Which sets men within tight borders of expectations.

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This product’s ad is playing to the hegemonic masculinity of sports and male participation in society. The expectation that men are automatically involved in sports, and must exhibit athletic prowess in order to fit within the masculine expectation. Similarly, there is toxic masculinity in sports that come with PLR’s and expectations. The ad is stating don’t be a sore loser (show emotion in losing) and to “suck it up instead” or “man up” and be a winner.

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This ad shows a hyper-masculine male front and center wearing a suit and tie, has facial hair, and fits the “James Bond” archetype of a ladies man. The name of the cologne “Legend Night” also perpetuates the hyper-sexual expectation of men to take any opportunity at sexual encounters and if he uses this cologne he will have the same experience. The toxic masculinity of this ad is shown through its appearance in a popular ad such as Men’s Health.

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This supports emphasized femininity from many angles. Salad is the central focus of the photo--a typical dieting food that is stereotypical of women to order. This implies that on top of dieting in order to keep a slim frame to uphold a dainty and small appearance, one must also be careful to not eat too much. By eating too much salad and dressing (an acidic food), it can damage your teeth which is detrimental to your appearance and the beauty standard. Falling outside of the beauty standard must be avoided at all costs.

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This ad upholds the sexual double blind which shames women for being sex positive but praises men for the same actions. This ad is scandalizing this women and stating that she is "guilty" for being promiscuous and is caught in the act of being with a man in this photo.

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This ad upholds emphasized femininity that women are submissive and obedient housewives who fulfill the role of cleaning, cooking, and catering to their husbands and families. Since women are the ones who often fulfill household chores and cleaning, this ad is appealing to this social construct by false empowerment. It states that this machine is smart just as you are. Women should get this appliance because it makes their life easier and gives them more freedom while continuously in this role of being a housewife.

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This product is taking a classic stereotype and expectation on women that they must be the one to cook in the (heterosexual) relationship.This ad supports emphasized femininity through enforcing the female role as being dependent on men and the implications that a women is expected to cook for her partner. The ad is stating that with this product, you won't have to cook in your relationship, and your hair won't have to cook either from heat damage using styling products. This ad also adds that this product would save you more than an attractive fireman would. This puts women into the helpless "damsel in distress" stereotype that they cannot save themselves from situations and need a man to fix it for them. This ad also enforces the heteronormative expectation in society.

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With the photoshopped model in this ad, this makeup promises perfect looking skin that is like a "dream" and puts women into a narrow beauty standard in which blemishes and wrinkles are unacceptable. These beauty standards support emphasized femininity that women should appear small and dainty to attract a man.