http://www.aber.ac.uk/media/Students/rmb9801.html
Broaden the approach - look at the ways in which car ads target men by deploying masculinity in certain ways. These will include the creative ways which cofer a certain sense of being clever in the audience, but also things like individulaism, freedom from constraint, sexual attration etc. You might even contras such ads with ads aimed at women, such as the Clio, or the Yaris.
