Ads "Manly Man" projection

       This Ad is a normal ad which we are accustomed to. A man clearly is being shown only by his muscles and face. The ad asks a question to the consumer, if they are tough. This ad also likes to take into account current financial problems by saying times are tough, which is the start of having someone question their self. When you read all the words presented in the ad you are still unable to understand what product they want to have advertised. What they're advertising isn't a product, but an idea of what a man is and a man to them is tough.
       This ad is presenting a stereotype of what a manly man is and even for that matter, asking the question if the man who is seeing this ad is tough. The ad itself isn't even clearing informing the customer what they are selling even after reading the smaller print. The idea of this ad is to hit them where it hurts, tell the consumer if you buy whatever their product is you will become more tough, manly and by the picture better built. The ad is playing into the insecurities of men, if a man fits into a certain image, and they use it as a tool to sell.