For decades advertisements have been targeting mens insecurities in order to persuade them into consuming their products. These insecurities are their lack of masculine hegemonic ideologies. Hegemonic being dominant and powerful traits, which when acquired, form you into the ultimate, sought after man. However a shift has occurred in how that tactic is being executed. Advertisements did and still do use hegemonic males as protagonists to show men how an “ideal” man should look and behave. However, as we can see in this advertisement, a ‘normal’ guy is the protagonist and through acquiring a new Chevrolet truck is transformed into a hegemonic male. “ ‘Until recently, it was said to be the confident hegemonic male who recommend a product to less confident men, whereas now it is clear that it is the product itself that turns the everyman into the confident protagonist (MacKinnon 2003, p. 90)’ ”(Feasey, 2009). Kyle, the protagonist in the advertisement, signifies an unconfident, nerdy, and normal guy, through his tone, wiping sweat off of his forehead, and physical characteristics such as his build, glasses, ext… “Bogle Hegarty, makes this point when she comments t...
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...which together will make you more attractive to women. Social success for men is often defined in their ability to attract lots of women, and this advertisement does a fantastic job at targeting that defining factor of masculinity; by driving home the ‘proven’ fact that with this truck you will attract more women.
This advertisements clearly highlights the male ideologies that come with obtaining a Chevrolet truck, to create feelings of insecurity towards male consumers masculinity. The advertisement uses Kyle’s failed online dating life as a platform to show how obtaining a lifestyle filled of male ideologies with a truck can turn your life around, through him becoming more confident, attractive to women, and a lover of extreme sports. All to reveal how men strive to obtain hegemonic masculine ideologies through consumerism ultimately to enhance their public image.
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