Male stereotypes:

Hunks/Macho
Physical- big, tall, muscly
Emotional - must be the strong one and don't show their inner emotions easily
[some said men must remain stiff and cold] hmm..this was thought as being "cool". Let's discuss about this.
Can't show their sadness in a way that is considered weak; can't cry freely, express their concerns etc. [typical male stereotypes since long ago]


Hunks are still are used widely in advertisements. This influence people's general perception and expectation towards men.
[Eg. Ralph Lauren, Calvin Klein, etc]


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On the other hand, there is another rising trend amongst male models used in advertisements.
Especially in Japan and Korea, "pretty" boys are getting popular. They have soft features, sometimes some of them can be mistaken as female. They can be more expressive, as their emotions can be captured to suit certain "mood" or "feel" of the ad. As compared to stiff macho stereotypes used to appear "strong" [as in the stereotype related to strength]. All this are double edged sword, in my opinion. Since strength can be perceived differently in Asia. The strength in the expression or gestures of a "pretty" male model.

For now I can't put my finger on distinct differences, as perceptions are different in Japan and Korea. [Though there are still hunks that are used in some ads there, "pretty" boys are gaining popularity] Will update the post in near future.