These commercials are directed at male and Cuba and Michael help position Hanes as superior, comfort, and affordable style. In this commercial is it obvious that Michael is seen as a dominate role model to the famous actor, Cuba. By Michael giving Cuba a set of Hanes underwear it establishes that the product is fit enough to be worn and given as a gift by such an iconic champion that the product must definitely have some value to it...
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The viewer is supposed to visualize himself as Cuba in the commercial. Everyone wants to be the good looking fun, charismatic guy. Michael giving the underwear to Cuba is supposed to be represented as Michael giving the gift to the consumer. The consumer then takes on the personality and traits of Cuba by wearing the underwear and is one step closer to being Cuba...
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