Earlier quoted context omitted.
I don't understand this. In most stories, arn't protagonists primarily male? Arn't they typically courageous, or intelligent, or unyielding, or strong, or determined? I don't understand.
In older stories, sure. But the "action hero" died a while ago. Have you not noticed the rise of the weak male lead in movies/TV/commercials? It's hugely prevalent in romantic comedies, but even TV shows like Modern Family (bumbling Phil and razor-sharp Claire) depict archetypes that are becoming quite common. The formula is a charming yet incompetent male lead who's mainly driven by sex, paired with a strong, capabl…
As a 30-something guy the main issue I had with Avengers 2 (just to pick the latest mainstream action movie example) was the blatant product placement which had no logic (like driving an Audi convertible in the midst of a gunfight scene). Plus, there was too much talking, I almost felt asleep mid-way through the movie. I'm not a comic-books aficionado, so I didn't particularly care about any of the characters, I just wanted some good action.
Compare that with "Predator" or the "Rocky" or "Rambo" series. Lots of good action, lots of "this is damn cool!" feeling without much thinking or non-sense talking. And "Last Action Hero", the movie, was indeed genius, like its director, John McTiernan.