And based on Ax Company's sales of over $6 billion in 2015, their marketing plan is working. Despite many women calling the company's ads sexist and some commercials going so far as to be banned from television, men continue to purchase the products. According to Craig L. Engstrom (2012), he believes that men preform their masculinity. Researching college-age males, he found that "male residents overwhelmingly display more sexual and aggressive displays." (p. 406) Posters and other forms of media reflect what men believe is their identity. The men studied by Engstrom and those targeted by the commercial belong to the same age group, so they share some of the same identities. Engstrom explains that our modern society has a limited understanding of masculinity and highlights how dangerous this is. (Engstrom, 2012, p.