Hundreds of years ago, when language was just beginning to develop, humans created the concept of gender-specifically the words used to differentiate ourselves from our anatomical counterparts. These words have many societal connotations: men are traditionally seen as breadwinners and providers, while women are dependent and homemakers. Television and magazines all carry the same message, portraying of muscular men and slender women, a source of constant gender reinforcement.  Not only does this create unrealistic and harmful standards for cisgender (people who identify with the gender they were assigned at birth) men and women to live up to, but it also discriminates against all other sexual orientations and identities. In such a society where gender is polarized and based entirely off of your set of genitalia, where do the people who classify themselves as 'other' factor in? Those who are intersex, transgender, non-binary, gay, lesbian, and people who do not abide by nor fit the criteria of gender-specific norms? The gender binary and all of its unspoken rules are outdated, exclusionary, and they serve no beneficial purpose to the progress and development of individuals and their identities. Gender roles should be 

The media's portrayal of gender and the appeal it makes to specific gender demographics based on product types is exploitative and dangerous to those and other groups. It presents the aforementioned demographic with behavioral cues, i.e. connecting with their viewer through their manipulation of previously instilled insecurities. Several studies have proven that men tend to respond more positively to advertisements that favor the stereotypical approach- the appeal to their masculinity. One such tactic is to presenting men with "things that guys like" A particular study featuring Canadian Club Whiskey advertisements further exemplifies this method. Circa 2007-08, the company released a series of advertisements that 'suited male interests', such as ads with a "Dad" character who was described as a "guy's guy" (Nelson, Paek & Viela). In order to sell their whiskey, they used one of the most famous male role models; the archetypal, cool father figure. This is appeals to males because it represents their manhood- everything they learned about being a man they probably learned from their dad. There is also a sort of immediate trust because the man in the advertisement is a 'family man', and represents the American ideal. Fathers are supposed to be strong and dependable, and if such a man promotes this product, it must be good. Therein, if any man should drink this whiskey, he too can become as cool and strong as the man in the advertisement; which in turn creates a cycle of desirability for the product and for the fulfillment of that specific gender role among cisgender identifying men. A print advertisement by the same company presented another advertisement along similar lines including a fatherly figure with a woman seated on his lap along with the caption "Your Mom Wasn't Your Dad's First." By alluding to the man in the advertisement (and to a greater extent "Your Dad") having many sexual partners, you imply that he is attractive and successful, making him worthy of the attention of many females. I'm not sure what they were meaning to accomplish with this particular advertisement other than show the viewer that only manly fathers with a long sexual history drink their whiskey. The appeal to masculinity is the only advertising technique they're using.

On the topic of masculinity, its portrayal in the advertising and other modes of entertainment can often be confusing and exclusionary for those that aren't represented. Transgender and gay men specifically can often be forgotten when things like the abovementioned print advertisement hit the drawing board. The stereotypical portrayal of the masculine, heterosexual male 
