How hypermasculinity appeals to menLouis Michael of "huffingtonpost.co.uk" states that "From a young age, instead of celebrating individuality and encouraging uniqueness in whatever form it may present itself, the boy who deviates from the path of machismo is the concept target, isolated from his peers due to insufficient testosterone levels.” Michael is stating that if you were not at least trying to portray ideal “male behavior,” then you do not belong among other male peers and are considered low testosterone. Hypermasculinity is a term used to describe an extreme form of machismo in stereotypical male behavior. According to a study by Donald Mosher, hypermasculinity includes three traits; “The callous sexual attitude towards women, the belief that violence is manly and the experience of danger is exciting.” (Healthline) Males are easily impressed by advertisements containing hypermasculinity as they appeal to the male's selfish nature for the need for sex, aggression and the need to dominate. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Men are very sensitive to beautiful, sexually attractive women who appear in advertisements. This appeal directly addresses men's needs in terms of sex as the women portrayed in these advertisements are often scantily clad, revealing skin and curvature. As you can see in the ad I chose, the man is surrounded by two beautiful, scantily clad women, positioned in a way that appears to be “submitting” to the male. Further analysis reveals that this could be seen as the submission of women to this man is a status symbol of dominance, which subtly suggests to the viewer that if you were to purchase this product, you would become an alpha male with women submitting to you. In a rant made by Dr.NerdLove he states that “Women, on the other hand, are things. They are desirable, yes, but not as partners or equal participants in life; they are trophies, evidence of one's superior masculinity. (www.doctornerdlove.com) Which brings me to my next point, which is that males are highly competitive creatures when it comes to dominance and will do anything to assault that status. My next point is that hypermasculinity ads depict the allure of aggression on men through acts of violence. As Jib Fowles stated in his article: Advertising's Fifteen Basic Appeals, “Real-world pressures create strong feelings of retaliation in every functional human being. Since these impulses can manifest as outbursts of anger or violence, their manifestation is normally taboo." (7) Men can often identify with these hypermasculine commercials because they have repressed the anger of everyday life and believe the commercial will resonate with them. We can see this appeal in our advertisement, one of the beautiful women is holding two guns, from what we can see there is a very angry Russian unloading his machine gun and a swarm of helicopters causing explosions in the background. From my analysis, the colors of explosions and machine gun fire are personifications of modern man's frustrations with life, and by seeing these products, he can empathize with them. This part of the advertising may well attract Experiencers. Twitchell noted in his article: What we are to advertisers, experimenters are; "Here life is on the edge: enthusiastic, impulsive and even reckless." (2) Many young people can relate to this, as there is violence everywhere you look in the 21st.