Last month Leo Burnett Worldwide unveiled the results of a proprietary global study of men’s attitudes and values at the Cannes International Advertising Festival in its seminar, “Metros Versus Retros: Are Marketers Missing Real Men?” The agency interviewed more than 2,000 men in 13 countries to explore the evolving state of masculinity around the world and explain the opportunities and challenges for marketers.
Of the many statistics gained by their study, one item in particular caught my attention:
(% that agree with the following statements)
Images of men in advertising are out of touch with reality:
Total 70
U.S. 80
France 80
Brazil 73
India 66
These numbers reassure me that I am not the only one who is put off by the advertising on TV. Both my wife and I are getting tired of all the TV commercials that portray the man as the bumbling oaf. He’s either not getting his chores done around the house, or he can’t figure out how to use a common household item, or he’s the stupid dad who’s maturity level is on par with his child’s. Over and over and over again, the same image emerges. Usually there is a witty and sophisticated woman to counteract “dad’s” ignorance or incompetence. But almost always the man is the object of scorn and ridicule.
Does anybody else notice this??? It was brought to my attention several years ago by my father who, at the time, I thought was just being insecure or overly cynical (sorry Dad!). But over the last two years I have noticed it on my own. Now I keep my eye out for it and I see it in almost every commercial that has a man in it.
Look, I’m not looking for a witch hunt. I’m not insecure or trying to play the victim. I’m just saying that there is a stereotype of men in advertising that is really starting to get old. I’ll ask again: Does anybody else notice this? (According to the stats, at least 80% of you should….) Let’s hear from you.
Take the survey yourself here.
Interesting article. I have also noticed that it is usually white males that are viewed as beer guzzling oafs, while black men are portrayed as suave, smooth taking ladies men who know exactly what women want.
Hey, what happened to the handome picture of Leo?
Sorry, no more photographic fun. Please comment on the topic presented in the original post apart from the lovely and provocative picture that once accompanied it.
Well let me know when you have more pictures of Leo? Is that really his name? Do you have any more information on him?
If I may….
Allow me to qualify my original post with this simple comment.
There is an element of truth in the stereotype of men in advertisement. I will be the first to acknowledge the failures of many men to fulfill their roles as husbands, fathers, and spiritual leaders. Our churches have suffered, and consequently the world has suffered, because of the spiritual malaise gripping the souls of many Christian men. And while I resent the stereotype in general I cannot ignore some of the sad facts that have contributed to its emergence.
Something about that article makes me want to join a “Fight Club” and react with raw-violent masculenity. This may not be the “Christian” response, but it would certainly feel manly. What do we expect? To quote Brad Pitt “we are generation raised by women.” We don’t know how to be men, because so few of us were shown what it is to be a man.