The negativity of the ad is it requires men to be like Mike Spitz. If a man is not a winner or does not have the body of Mark Spitz then that man is a weakling.
Another ad aimed at men emphasizes that men are incompetent parents. The ad by Convad promises Internet access security. In the ad, an elderly man does not allow two children to play with toys. The small caption says " Contrary to what you learned in preschool, sometimes it's best not to share."" The ad conveys a message of avarice and self-reliance. It seems the elderly man wants the children to learn not to share with others at an early age. The man is dressed up, and has a stern look on his face. He is hoarding the toys from the children. The caption emphasizes the children not to share with each other, which gives viewers the idea that the older man actually is a greedy child. The man is not allowing the children to play with him. It appears the young become the old, and the old become the young. The old man is preventing any inequality between himself and the two kids. The little girl wants to play with the boy, but the man's childish greed disallows that. It seems that the man's reluctance indicates the message of the Convad ad "not revealing any secrets to others. The ad emphasizes that men are incompetent parental figures. The negativity of this ad is seen in the man's protective posture towards both boy and girl. His behavior is cruel between both sexes.
An ad that emphasizes that women are weak, subservient and passive is shown in the National Domestic Violence Hotline sponsored by Philip Morris Company advertisement. A woman beaten by a man used the Domestic Violence hotline to get help. Melissa, a domestic violence survivor, is seen with a black and blue eye and somewhat swollen lip. In the small caption, the ad says "He said he beat me because I deserved it."" Melissa had been beaten by her boyfriend or husband.