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Actually, watch sports shows and their commercials-plain looking guys slap on some aftershave or body spray and beautiful women are running toward them in heated passion. Five blades in your razor will guarantee they can't stop stroking your face. Wear Dockers and they're giving you their phone numbers....
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What you say is true, but these men in perfume commercials being chased by women are not undressed thereby showing off their lack of 6-pack abs, because their role in the commercial is not to model anything but to simply advertise a tangible product not related to clothing or appearance (they are more actors than models). Also, the fact that the guys are average could be more to improve the comical aspect of these commercials rather than to make average men feel better about themselves.
Pertaining to shaving products, I have never seen an ugly face model for a Gillette commercial, and even if a particular model would seem unnattractive, that would be quite different from a commercial with purposefully less attractive men purposefully done to improve mens' self-image.
Although I'm sure my point could be further argued, I don't believe that I have ever seen a commercial targeted towards men that stressed self-esteem issues as greatly as the Dove ad campaign (no commercials with overweight men lined up in nothing more than their undies), and that is the reason that we are discussing this in the first place.