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1.
an over-the-top macho attitude that doesn't take itself too seriously, poking fun at manly pursuits in a humorous way

The word is a multiple portmanteau combining masculinity, muscularity and hilarity, coined in the Isaiah Mustafa viral ad campaign for Old Spice, July 12-15 2010.
"Unfortunately most people aren't pain-deflective pillars of strength and wisdom and mascularity."

Like the Man Show, most Super Bowl commercials are exercises in mascularity.
by filidhe July 15, 2010