Researchers have long argued that masculinity as a concept has becomed a prod-uct and that various versions of masculinity are being sold to consumers for dec-ades. Advertising shows what the lives of consumers could be: the confidence, the lifestyle, the material possesions, the type of a man, if only the consumer would purchase the main product being advertised. The question arrises how to advertise a complicated product such as masculinity? A product that is constantly changing and a subject for current cultural shift. The purpose of this research is to examine how effectively advertisers are using masculinity, particularly traditional masculinity in their marketing message by analyzing consumer opinions about relevant advertisements. In order to draw conclusions and suggestions of how advertisers should depict traditional masculini-ty in their marketing message, we must first analyze how effective are the current attepts to sell traditional masculinity.