Masculinity can be defined as socially constructed dominant characteristics associated with identifying as a male. Masculinity is commonly thought of and portrayed through a tough, muscular, “manly man”. In the content analysis a clear pattern emerged: masculinity was often portrayed through a male playing sports and competing in the advertisement. While calculating summary statistics, I tallied 22 instances of masculinity being portrayed and twenty two instances of sports being a part of the advertisements. All twenty two cases of sports are not all masculine portrayal as world renowned female tennis player Serena Williams did make appearances in two Michelob Ultra advertisements titled “New Members Club” that aired in 2023 and “Welcome to Superior Bowl” aired in 2022. Budwieser featured a competitive female runner in their 1990 “Nothing Beats a Bud” advertisement.
Nonetheless, a clear pattern of masculine portrayal displayed through sports. Athletic competition is a recurring theme. Dos Equis beer had a series of commercials that revolved around “the most interesting man in the world”, in which masculine mystery is depicted through the commercial’s main character. Their 2013 Super Bowl commercial amplified this masculine portrayal through the inclusion of sport. The 2013 commercial titled “The Most Interesting Man in the World Plays Handball” (2013), a display of competitions, physicality and sporting activity is seen by viewers. This series of events leads to the man quenching his thirst with a cold Dos Equis beer. The 2018 Michelob Ultra commercial titled “I Like Beer” features sporting competitions, such as cycling, weight lifting, golf and swimming. In each of the four scenarios, male actors are at the forefront and can be seen in a masculine light through muscles, sweat and overall toughness. Another parallel example of sports and masculinity intersecting with one another within the advertisements is in the Budweiser “Wassup” commercial. In this advertisement, masculinity is conveyed through watching rather than playing sports. Four men are all on the phone with one another and all four happen to be “watching the game and having a Bud”. The aspect of “watching the game and having a Bud” falls in line with the masculine urge to sit back, relax, watch sports and drink a beer.
Over the duration of the sample timeframe, portrayal of masculinity through sports, much like sexualization of women through bathing suits, has trended downward. From the years 1990-1999, there were ten counts of masculine portrayal and eleven counts of sports being present within the advertisements; from 2000-2009, there were only two examples. In 2010-2019, there were six counts of masculinity being portrayed and six counts of sports being put on display. Lastly, from 2020-2023, there were six counts of masculinity and three counts of sports being present. As I mentioned earlier, not every instance of masculinity was portrayed through sports, but there was a consistent pattern that showed that when sports were incorporated into the advertisement, it was often done so with a man and in a masculine manner.