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The Role Of Hyper-Masculinity In Advertising

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Young men from lower socioeconomic status fall victim to hyper-masculinity in magazine advertisements to achieve the ideal image of a man. Magazines advertisements use male models that have exaggerated ideas of masculinity known as Hyper-masculinity. They are often depicted as violent, tough, emotionless, enjoying danger and insensitive towards woman. Because young men, especially those from the lower class with little power, aspire to fit into society’s normality of a man, they are more susceptible to not only purchasing products advertised by using hyper-masculine but behaving the part as well. This can be especially dangerous when it promotes a more violent society. Although it is not confirmed that advertisers intentionally target hyper-masculinity

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