The man in the Old Spice advertisement represents male gender roles in society compared to female gender roles. Throughout the advertisement, it is implied that a "real man" works and provides things like money and diamonds to his partner, while the "women" he continually refers to represent the female gender role in the home. From an early age in traditional societies, many boys are taught to deviate from displaying “feminine” characteristics as it is deemed less permissible and “beneath them” by society. This idea is reinforced in the advertisement when the man states, “Anything is possible when your man smells like Old Spice and not woman.” Traditionally, society has reinforced notions of masculinity to prepare men for their roles in family and work. Although traditional role expectations were narrower for boys than for girls, women were generally limited to the home and kitchen, while men were expected to have a valued role in the workforce as “breadwinner.” The advertisement also touches on this by implying that women depend on men to provide them with things like diamonds and tickets to their favorite show. In this sense, the advertisement implicitly portrays the sexism and gender inequality that exists in society as women are stereotyped into roles that