I just saw the Shake Weight for Men commercial for the first time, and I was sort of stunned (although not really surprised) by how different it is from the earlier commercial aimed at women. Everything in these ads -- from the background music and narration, to the types of bodies shown -- communicates messages about "proper" masculinity and femininity.
It's "Look how easy this is, ladies! Anyone can do it!" versus "It will kick! Your! Butt!"
It's "Be strong and build muscle, men!" versus "Get rid of those problem areas, so you can look pretty in clothes!".