Phillip Morris exploited the tremendous impact the Marlboro Man had on Americans (particularly men) and used this to redefine what it meant to be a "man" by portraying its iconic admen as the pinnacle of masculinity. ... The ad is not overly sexual nor is it intended to arouse female audiences-but it is clearly aimed at the cliche of the rugged American woodsman (a contemporary version of James Fenimore Cooper's Natty Bumppo) and that every man can be the Marlboro Man if he smokes Marlboros. While this ad is aimed at the male population, many tobacco companies have targeted wom...

• Word Count: 1053
• Approx Pages: 4
• Grade Level: Undergraduate

Masculinity in the Media The discussion of masculinity encounters a paradox: some behaviors are clearly aimed at dominance showing off, physical aggression, etc but no man is only dominant, some men are not dominant at all, yet somehow on the whole a systematic dominance of men over any person deemed as feminine seems to get reaffirmed. ... The "Cave Man Mentality" is the use of violent male icons or heroes from popular history to demonstrate masculinity in advertisements. ...

• Word Count: 2296
• Approx Pages: 9
• Has Bibliography
• Grade Level: Undergraduate