behavior control over men

The Ads I picked to analyse revolve around the theme of masculinity and what it "means to be a man". The advertisements and their depictions of masculinity have created serious repercussions and leave many young adolescent men confused, insecure and often times in serious conflicts with what is morally expectable behavior for a male. Instead of focusing on the repercussions I will instead analyze both the video's and photo's I have provided and leave you to imagine the impact it may have. The real underlying issue with our first video is the age old comparison that if you do not fall within the acceptable ranges of masculinity (in this video, drink their beer) you are then compared to a women. The women comparison is to quite literally insinuate that the man is weak and isn't a real man. This delves at insecurities that women won't want a guy who isn't "a man" and it indirectly says that a man that isn't manly is far less of a human then his other "manly" peers. Our second video focuses much more on the insecurities that any given guy may not be "manly enough". It reinforces the idea I meantioned above (through comedic satire) that women want stereotypical masculine men. This video along with the 3rd example show what men are supposed to look like in the world of advertising. The fact is though, few men look anything like this when their shirts are off. The fact that almost nobody has that kind of time to put into the gym is what makes these images so effective at controlling men's insecurities. Since most guys know for a fact that they will probably never look like this, the need is all the greater to prove he is masculine in any other given opportunity. Our 4th example is somewhat of a frightening one. In the picture one man has pinned a women down while a bunch of other guys stand over her watching. This is a direct insinuation of rape and glorifies both the status and the power held by the men in the photograph. It sends a clear message of the position men should have and sends a clear message that women should be submissive. Our last two examples are themes of homophobia in masculinity. Its no mistake that teenage boys often call other boys things like "fag, queer ect." to both embarrass their enemies and to insert their own masculinity. The reason for this is in the fact that homosexuality is threatening to masculinity. Homosexuality defies the traditional belief (and somewhat modern) of what it means to be a man. Because of this, any man that doesn't prescribe to the often brutish and violent ideology of what has been defined as masculinity is at risk of being labeled as either a girl or a queer. Both insinuating a sub human status.