http://thelastpsychiatrist.com/2013/09/real_men_want_to_drink_guinnes.html#more

I thought I would share this link here, as it's a fascinating look at the sorts of advertisements that are aspirational for beta males, and the assumptions they make about masculinity. It's a bit of a long read, but undoubtedly worth it. From the article:

What is the target demo? Think about this. Not who drinks Guinness already, this is not a "brand reinforcement" ad. Who are the people the ad is trying to attract? The ad doesn't comment on Guinness drinkers, it is making assumptions about people who like the ad. Who is the ad trying to attract?

It's beta males. The best of men, except for actual men. What is a beta male? He is the kind of man who anxiously looks for something to identify him as a man, while doing nothing to become a man. For him, there's Guinness.

Edit: And, I misspelled Guinness in the title.