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Sports media and marketing advertisers often endorse the use of hypermasculine stereotypes in order to gain attention from American men Topically these advertisements employ ideas of strength power and competitive edge However upon closer examination hyper-masculine advertisements also suggests ideas of violence aggression and callousness Studies are showing overall these Macho Man advertisements have a negative impact on young men Advertisers target a young and impressionable demographic of men not realizing that they are imprinting these young men with the unrealistic components of hyper-masculinity and endangering their future Hypermasculinity is a psychological term for the exaggeration of male stereotypical behavior such as an emphasis on strength aggression and sexuality Researchers are saying that the use of hyper-masculinity in advertising may be detrimental to both men and society at large According to Donald Mosher of the University of Connecticut hyper-masculinity consists of three factors callous sexual attitudes towards women the belief that violence is manly and the experience of danger as exciting After conducting a study a group of Canadian researchers are saying that the danger in these hyper-masculine stereotypes is that they are linked to social and health problems in North America such as drug use reckless driving and domestic violence Men especially the targeted demographic younger men of lower socioeconomic status of these advertisements are influenced and impacted by the medias repetitive representations of what defines a man The prevalence of hyper-masculine imagery in sports advertising is undeniable A review of advertising in mens magazines shows that more than half support the idea of hyper-masculinity in advertising Flipping through a sports magazine would almost guarantee multiple advertisements depicting masculine stereotypes In this Calloway golf advertisement we see the midsection of a man who is muscular and heavily tattooed He appears to have a driver in hand in preparation to take swing at the ball He is adorned in standard golfing attire the position of his body relays confidence and precision We are unable to
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