This research paper focuses on discussing the discourse on consumers over modern masculinity as a concept in three specific ads. The ads discussed in the paper are from brands that have centered on a new definition of masculinity in their commercials, such as Dove Men Care, Lynx and Bonobos. According to the literature review, modern masculinity is associated with a display of fashion, culture and an open mind set that revolves around progress and forward- thinking. Modern masculinity is correlated with men being sensitive and being brave enough to be whoever they want and be. While traditional masculinity, among other things, is associated with the display of strength, power, and bravery linked to a sense of patriotism and strong decisiveness where heterosexuality and the role of breadwinner are dominant. However, the discourse analysis showed a slightly different and more personal perception of these concepts, implying that consumers are much more divided when it comes to discussing masculinity. This means that companies must be careful in the way portraying men in their advertising in order to achieve positive awareness and consequently have the message resonate with the consumers.