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Militant Masculinity

Army-inspired imagery is used to personify the classic man in marketing

Implications - Diverging from the more flexible concept of masculinity seen recently, military-inspired marketing paints a picture of the classic male figure. Though this image is antiquated for some, that nostalgia adds to the charm. This points to the meaning of military -- discipline, loyalty, and measured aggression -- and its connection to manhood in the eyes of consumers.
Workshop Question - As social standards around gender and masculinity continue to evolve, how are you adapting your messaging accordingly?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 54 Examples:
232,279 Total Clicks
Date Range:
Jan 14 — Sep 16
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Military-Inspired Sneaker Concepts
Military-Inspired Sneaker Concepts
NEXUSVII Redesigned Converse With a Militant Inspiration
These redesigned Converse were made to celebrate NEXUSVII’s 15th anniversary. The Japanese fashion brand collaborated with Converse to create a shoe that is equal parts functional and unique.... MORE
Coated Hardware Cartons
Coated Hardware Cartons
Uniformed Nail Packaging Personifies the Strength of Construction Material
This uniformed nail packaging concept called Strong Nails is meant to accomplish a number of things. Beyond simply containing a bulk quantity of hardware, Vlad Mikhailov’s design succeeds to... MORE
Toy Soldier-Inspired Arthritic Ads
Toy Soldier-Inspired Arthritic Ads
The Voltaren Max Campaign Focuses on the Joy of Movement
The Voltaren Max ad campaign puts a new spin on arthritis by comparing the rigidity and pain most people suffering from the disorder feel to the immobility of classic plastic toy soldiers. Not only... MORE
Camouflaging Military Timepieces
Camouflaging Military Timepieces
The G-Shock Master Keeps Up With Rugged Outdoor Use
The G-Shock Master offers consumers a military timepiece designed exclusively for outdoor and rugged use in the dessert with added features suited to travelling through the wilderness. The watch,... MORE
Patriotic Whiskey Bottles
Patriotic Whiskey Bottles
Pendleton's Blended Whiskey Honors Past and Present Soldiers
As a premium blended whiskey, Pendleton is releasing a limited edition bottle that will help to raise funds for Wrangler National Patriot, a program that supports men and women who are actively... MORE
play_circle_filled Military-Minded Deodorant Ads
Military-Minded Deodorant Ads
The Axe Peace Line of Products Preaches Love Over War
AXE Peace’s new marketing campaign is a mix of aggressiveness and tenderness all at the same time. The campaign takes a look at the current global conflict and puts its own AXE branded spin on... MORE

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