Trucks make you masculine
Who uses trucks? Don't answer that. I live in a rural area so I know the kinds of people use trucks: all kinds of people. Yet trucks are invariably marketed to men. And they are marketed in a rather condescending fashion. You have gravelly voiced guy, former football star, more gravelly voiced guys, Dennis Leary's voice and Mike Rowe......okay I'll hand them that Mike Rowe is probably the best, if most unconventional, choice there.
But all those choices are decidedly supposed to appeal to men or, more exactly, to a supposed basal desire of men to always be hyper masculine. Which is strange because, when you get down to it, a truck is a practical thing that is useful in practical ways so why is there a need to connect it to masculinity at all? But that seems to be a trend that things that are actually useful to men get advertised as being part of what makes men masculine. Wrenches? Useful and always advertised in the context of men being masculine. Like building a kick ass man cave where you can mainline the NFL Network straight into your veins or tightening a bolt on a snowmobile covered with running chainsaws. Decidedly missing is the more likely use of a wrench such as making sure a bracket for a flower box doesn't come undone. Oh and apparently these wrenches are made out of female kryptonite seeing as how you never see a woman using one in any of the commercials. I guess they're all too busy being barefoot and pregnant in the kitchen or something.
