The Changing Dynamic of Masculinity

Here is an interesting advertisement about the Italian automobile manufacturer’s new model Fiat 500 Abarth I watched from the television a few months ago.

http://youtu.be/siWVgAzhFC8

I am so surprise to see that masculinity in nowadays has changed a little bit—seeing the geeky guy in the clip being seduced, slapped, and pulled on the tie, where he is totally controlled by the young lady. In this scenario, the man’s mind is controlled by the women; in other word, men’s way of thinking is leaded by women’s direction with her huge power. Thus, leading to the next scene which is not shown in the advertisement, the manufacturer successfully guide men to desire to ravage and regain their control on women—to buy the car—drive it and control it.

Is this advertisement about men’s power over women or women’s power over men? I consider it as both. I think masculinity has developed to the stage of two-sided, where while men dominate all the time, women can sometimes, or increasingly more often as we head towards the next century, rebound the power and have a step higher in the hierarchy than men do. I would describe this advertisement as a revolutionary statement of masculinity.