Selling Manhood: Audi

The way that people talk about gender make it sound like it's purely biological and immutable.  Boys and men are aggressive, driven by their biological urges, and competitive; girls and women are passive, reserved, and gentle.  What this idea misses is that gender is a social construction that has changed over time, and is shaped by many different forces.  One of those forces is from billions of dollars in advertising.  Consider the Audi "Prom" commercial below.  The boy is a loser because he doesn't have a date for Prom.  Once his dad gives him his Audi for the night, however, he becomes a real man. He drives fast, defies authority by taking the Principal's parking spot, treats the Prom Queen as a sexual object for him to take, kissing her without her consent (or even giving her a chance to consent), and then gets a black eye from her boyfriend, who has just been emasculated by the protagonist.  He leaves the school, again driving recklessly, with a black eye, feeling very proud of himself.  All because he's driving an Audi.