The Art Manliness

What does it mean to be a man?
Well, according to Old Spice brand deodorant, it means: being athletic, being intelligent, being strong and, most importantly, not being a woman.All of these elements of manliness are obviously pointed out in the commercial above. The ad is showing that for the different types of men(or the different aspects of masculinity) they need to have different scents. The aspects of manliness could be put into four general categories of power: social, economic, political, and physical.

From one positive view, because even though it's ideas of masculinity are still very old fashioned, it says to the viewers that you don't necessarily need to encompass all aspects of masculinity to be a "real" man. I think this idea might make some men feel secure in their masculinity even if they are not the archetypal male and it would lead them to feel as if they are still fit into one of these categories that are opposing aspects of femininity.

However, still, this could make a man feel like if he is not fulfilling all the possible aspects of his own masculinity, it could make him feel like "less of a man". Typically, when men feel emasculated they tend to over compensate one aspect of their masculinity. For example if a man is of the working class(meaning he may have limited political, economic power) he may have physical power (as a laborer, he may be more physically fit) and may be more likely to over compensate his social power(by being more controlling of his family/partner). And if a man is of the upper class(meaning he may have a desk job and not be as physically fit)he may have more economic and political power(as he may be wealthier) and be more likely to over compensate his social power as well(by being similarly more controlling of his family/partner)to make up for his lack of physical strength.

In all, I think the idea of highlighting only the differences between men and women(and generalizing to boot!) is unproductive because its only driving people to see their differences and to judge how we feel about ourselves based completely on how we view others. A man can only feel manly in opposition of women or "weaker"/subordinate men. And he can only be emasculated in comparison of women and lesser men.