In Chapter 2 Jane Nicholas "Representing the Modern Man: Beauty, Culture, and Masculinity in Early Twentieth-Century Canada" explores the changes in men's appearance and how it is depicted in advertisements of the time. Looking at the multiple forms of magazines, advertisements, and newspapers, Jane Nicholas “aims to shed light on men's place in modern beauty and commodity culture, not as producers, advertisers, or wage earners, but as potential consumers in early twentieth-century Canada century” (Nicola, 2012). Nicholas explores how, with ongoing urbanization in Canada, men began to pay more attention to their appearance and began to groom themselves accordingly. That modern man of the time changed; from being not only producers but also consumers. Before urbanization “masculinity in Canada was often framed by men's role in the production of goods as opposed to their role as consumers” (Nicholas, 2012). Men were known to stay home, work on the farm, and hunt. The men were very robust, muscular, dirty and unshaven. Men cared little about their appearance and approx...