Barthel (1992) investigated images of men found in television
and magazine advertisements in the US. A brief summary of the
representations of masculinity found by Barthel is presented
below:
a) The Corporate Man: the
successful businessman in a smart suit, presented in a sleek,
modern office environment. Associations are with power, control and
money.
b) The Country Gentleman: whose
clothes and environment suggest status derived not just from money
but from an established family heritage. Such representations
conjure up associations with tradition, quality, control and
money.
c) The Natural Man: is
represented enjoying the natural environment. Associations are with
health and clean living. This man is in touch with both nature and
himself.
d) The Family Man: is
represented as dependable and responsible - the breadwinner
concerned for the safety, health and well-being of his wife and
family.
e) The New Man: recognizes the
changing positions of the sexes and is not ashamed to express his
feelings and invest emotionally in relationships. The New Man is
relaxed and is frequently represented with children or
babies.
f) The Sexual Man: here,
Barthel found two quite distinct versions. In one, masculinity is
associated with sexual prowess, power and control. In the other,
the man is represented as a romantic lover, capable of successfully
seducing beautiful women with his charm, good looks and
sophistication.
If you can only choose three of the above to describe yourself,
which three will they be? 
