In the chapter “The Socially Constructed Body” by Judith Lorber and Patricia Yancey Martin they state: “The equation of large size, strong muscles and “true masculinity” is a pervasive theme in US culture . They continue to show how in our society we have a bias towards men who are tall and put together. According to Bordo, presenting man in the act of performing as a physical object would feminize him. If the body is to be presented, as in the case of a man in his underwear, additional visual elements must be present to preserve his masculinity. I will use this to further explain my arguments about how Ax commercials homogenize stereotypical characteristics of what a man should be or should be able to do. Fundamentally, advertisements influence how we think about masculinity and femininity, what is sexy and what will be seen as attractive by desired others. Standard advertising poses generally signal men's dominance over submissive women, whether physically, financially or psychologically.