Lordy. I guess I should be grateful that US ads aren't quite that overt, although they're headed that way.
I understand why advertisers would try to craft pitches towards adolescent males-- they're deeply insecure/half crazy about matters sexual, not terribly well informed, easily manipulated (ask adolescent girls), and craving a sense of control that their actual mastery of the world has not afforded them. Suggesting that a product makes you come off as suave, self-possessed and irresistible is effective for the demographic, I guess.
Trouble is a steady diet of same creates an adolescent culture
, with a lot of encouragement for men to celebrate being complete dickwads and then high five each other because it's so epic. It can be intermittently funny, but it has pretty dire consequences, which one might note if one were to just causally look around.
Which is why I get so bemused when I hear people getting irked by Apple's advertising, which is mild and inoffensive to the point of being bland. Against the steady onslaught of bellowing pickup trucks that make the competition wet their pants, CE devices that make you a murderous, omniscient cyborg, personal grooming products that render women into helpless sex toys, etc., Apple's stuff is like a day at the library.
I actually think that's the problem. The adolescent mindset that we've cultivated so assiduously is inherently a position of weakness, in that it's biologically transitional and rooted in an underdeveloped, relatively powerless stance. Throw in an intense desire for/fear of women, and you get a mindset itching to identify and attack exterior "weakness" (femininity, considered choices, pretty much anything short of bumping chests and fist pumping) as a means for establishing identity and autonomy.
I think its a horrible outgrowth of late capitalism. A hormonally befuddled boy, of whatever age, is the perfect marketing demographic, so a great deal of money has been spent to normalize same as "how guys are."