This article is about hypermasculinity in advertising. it shows how men with limited social and economic power are more likely to adopt a tough persona and to use violence to gain respect. These kinds of advertisements send a message that these actions are acceptable.
Looks can be deceptive. If you want some proof, consider a new study which analyzes the actions of aggressive-looking males. Turns out, men with angry, violent faces are actually far more likely to makes sacrifices for their close friends.