Instead "the whole diversity of lived masculinities can be understood as specific realizations of a vague set of ideas and demands, images and stories that are defined as masculine, adapted to the concrete situation an individual or group has to cope with"(Peterson 1998: 126). ... Usually these figures appear in ads for traditional male products, such as beer, running shoes or deodorant, but they are also used to enhance the masculine appeal of more feminine products such as "lite" beer. ...

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