---

This study is about the presentation of modern masculinity, comparing print advertisements from two countries; Finland and United States. The focus was also towards masculine values, which were analyzed using Pollay´s advertising appeals. Project GLOBE´s (Global Leadership and Organizational Behaviour Effectiveness) theory and view about culture and issues related to culture, were used to create theoretical framework of masculinity. There is a significant difference, when compared to previous studies about culture connected to advertising: masculinity dimension was analyzed using two GLOBE´s cultural dimensions, gender egalitarianism and assertiveness, unlike previous studies, which did the similar analyze using Hofstede´s cultural dimensions. Small sample was collected from Cosmopolitan magazine from both countries issues. The results suggest that there are differences in target countries advertising, but it needs to be researched more thoroughly to get more accurate results.

---

Lauri Eskelinen, Bachelor of Science in Business Administration: Studied International Business in University of Vaasa. Junior Account Manager at Newsec Finland Oy, Finland

---