The macho image in advertising is pretty heavily used for truck commercials, and maybe power tools. They're low in how functional the product actually is, and high in how much of a he-man you'll look like using it.

Now I guess the macho image applies to smartphones as well (sorry, "robot phones"). After all, what man looking to overcome his inadequacies wouldn't be drawn to these: 

• Crush a rock
• Punch a hole through a steel wall
• Run apps with axle-greased ease

There's more, but be warned only Neanderthals need apply.

Male or female, the first thing I look for is a mind at work. I can only hope no more men will be swayed by this crap than women are swayed because a product is pink, or has a mirror. This kind of "macho" advertising makes me ashamed of my gender.