The title above refers to a famous series of fitness and bodybuilding advertisements from the 1940's & 50's. The not so subtle suggestion in these ads, and many male-targeted ads and products since, is that masculine identity is primarily about being strong, about having power; often, masculinity is seen as something literally embodied. But that's not the case: masculine identity is so very much more than what can be seen, about so much more than expressions of power and dominance. And it cannot be bought from the back of a magazine.