Male psychology is a recent development in academia. Unlike gender studies, feminism, and men’s studies, male psychology takes the view that we can gain more by recognising and harnessing the positive aspects of masculinity than we can by taking a relentlessly negative approach to men.

The underlying assumptions made in the advert are that men are inherently bad – men are violent, sexual predators who have had their way for long enough. Only through the power of encouragement and social grooming can we protect society from the menace that is toxic masculinity.