Military servicemen and veterans are portrayed in psychological and popular representations as more psychologically vulnerable than the general population (Mhat-III, 2006). However, this representation also sits uncomfortably alongside an apparently contradictory image of individuals in the military as emotionally and physically tough. This overt ‘toughness’ is said to be as part of this gender performance of being a military masculine male (Higate, 2005). Experiences, including emotional experiences, were understood and mediated within this hegemonic military ideal. As a result, emotionality became dichotomised as either ‘inappropriately feminine’ or ‘appropriately masculine’ (Ward and Callaghan, 2012). The current research sought to extend the authors previous research into the military, and analyse Ministry of Defence advertising campaigns. The focal point was to explore how these implicit and explicit ‘gendered messages’ were constructed within media, and to further speculate on how these constructions shape understandings of, and the unpacking of emotional experiences for military service personnel.