“…Advertisements normally represent manhood following the traditional stereotypes, i.e., men are foregrounded connected with power, dominance, heterosexuality, emotional restraint, aggression and independence (Connell & Messerschmidt 2005;Giaccardi, Ward, Seabrook, Manago and Lippman 2016;Levant, Hall & Ranking 2013;Nilsson and Lundgren 2021;Rodríguez Cruz Manjarrez and Albertín Carbó 2021). Following Mackinnon (2003: 89): "The myth of masculine independence is embodied in confident and confidence-inspiring appearance".…”