We are supposed to be witty — that's one stereotype of gay men. A legacy from St. Oscar, or Paul Lynde. However one would never know this looking at ads in gay men's magazines. Advertisers in this venue must believe that all we're interested in are hot bodies, since the underwear ads are all about hot bodies. And why not? Except in advertising the point is to stand out, be remembered, promise a benefit. And in a gay magazine, one hot body after another is just too much of a good thing. And I'm never going to look like the guy in any of those ads. Hell, I don't expect to go out with anyone who looks like those guys.
Which brings me to this print ad for McAlson boxer shorts. This ad did not appear in any gay magazines to my knowledge. And of course, in a straight men's magazine, homo-erotic ads for underwear don't make much sense. Though amazingly, with the "metrosexualization" of today's men, there are many such ads to be found there. Still, this ad for McAlson is visually witty and promises a benefit it can deliver. Which is more than the ads for 2x(ist) can do. 
Unfortunately this ad doesn't convince me to change from my underwear of choice (which is indeed one of those brands that advertises in the gay magazines and websites) because I much prefer the feel of briefs and hate the feel of boxers.
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