Man as the Urban Man
The Urban Man in advertising is showing that he enjoys luxury.
In this advertisement, the man is shown that he is excited about his new camera. He is in the city, taking pictures of things that he loves. He is enjoying himself by being out and not stuck at home or in the office. With the idea that you can have more fun with a device more than your family, it makes men think that material items are more fun and exciting than his family.