Resumen de Be a man—buy a car! Articulating masculinity with consumerism in man's last stand
On February 5, 2010, a Super Bowl XLIV advertisement, entitledMan's Last Stand, offered 106 million viewers the newly designed Dodge Charger not as a mode of transportation, not as a lifestyle choice, but as a last defense of manhood against the symbolic castration betokened by the encroaching forces of bureaucratization and empowered femininity. In this article, I argue thatMan's Last Standoffers a novel development in the discourse of masculinity crisis when it deftly articulates a defense of manhood with consumerism by presenting the purchase of a Dodge Charger as a remedy to the threat of emasculation posed by women and bureaucracy
