Interesting argument .. this one happens to be smack in the middle of my expertise ...
Short answer ? The ads work because people buy the products or the message - if they didn't work advertisers would not use these techniques ...
Do men feel more manly owning these products ? or are masculine men attracted to these products because they appeal to their masculinity ? Both positions are defendable, and supported by media research ...
But hey .. remember this ? Mick and Keith didn't buy this shit back then ...
When I'm watchin' my TV
and that man comes on to tell me
how white my shirts can be.
Well he can't be a man 'cause he doesn't smoke
the same cigarrettes as me.
I can't get no, oh no no no.
Hey hey hey, that's what I say.
I can't get no satisfaction
"So if you meet me, have some sympathy, have some courtesy, have some taste ..."
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