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Alex
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Brasil
Mar 1999
time: 02:21
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http://today.reuters.com/news/newsA...SING-MEN-DC.XML
quote:
Male-targeted ads found to be in no man's land
Fri Jun 24, 2005 12:53 PM ET
By Jeffrey Goldfarb
CANNES, France (Reuters) - The Marlboro Man is having an identity crisis.
The Leo Burnett advertising agency, which created the iconic macho cowboy, said a new study it conducted found that half the men in most parts of the world don't know what is expected of them in society and three-quarters of them think images of men in advertising are out of touch with reality.
Most ads have lumped men into one of two groups -- the soft, caring type known as "metrosexuals," who are comfortable with facial peels and pink shirts, or the stereotypical "retrosexuals," who remain oafishly addicted to beer and sports.
"As the world is drifting toward a more feminine perspective, many of the social constructs men have taken for granted are undergoing significant shifts or being outright dismantled," said Tom Bernardin, chairman and chief executive of Leo Burnett Worldwide.
"It's a confusing time, not just for men, but for marketers as well as they try to target and depict men meaningfully," he said this week during a presentation in the south of France where the ad industry is gathered for its annual conference.
At last year's event, the firm told peers in the ad world how to reach out better to women in a well-received presentation entitled "Miss Understood."
Leo Burnett's survey of 2,000 men in 13 countries found that 60 percent see themselves as either power seekers who crave professional advancement or family men - termed by Burnett as patriarchs - who believe having children and being a father are the most important things.
The other 40 percent defined themselves more readily in the metrosexual versus retrosexual debate.
When asked which they would prefer, a higher standard of living with them staying home with the kids while the wife worked or a lower standard of living with them working and the wife staying home, 46 percent said they'd prefer to stay home.
Fifteen percent enjoy getting a manicure and 70 percent said they'd rather look good in a business suit than a swim suit.
"Men are far more complex than advertisers give them credit for," said Linda Kovarik, global planning director for beauty care at Leo Burnett, a unit of French ad group Publicis.
The executives showed a few commercials, including ones for Bud Light beer, Levi's jeans and Axe body spray, that appeal to the way men are thinking about themselves today. But they said far more needs to be done.
"The last thing we want is to look back in 10 years and find that we have unwittingly created the same cliches that female advertising is riddled with," Bernardin said. |
Are you a metrosexual or a retrosexual? 
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JohnT
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Capitalist
Mar 1999
time: 00:21
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quote:
a new study it conducted found that half the men in most parts of the world don't know what is expected of them in society |
1. Not me.
2. Any of them do studies like this on women?
quote:
three-quarters of them think images of men in advertising are out of touch with reality. |
True. But, using TV ads as an example, I will contend that a lot of men don't watch the sort of TV that portray men at their relative station in life - if you're 42 years old and watching WWF (or other sports) and you identify with most of the commercials, your life has taken a wrong turn somewhere. Commercials about kids drinking beer do not resonate in men with 3 mouths to feed, a mortgage, and a slightly-boring $42k/year job.
Personally, most commercials are ignored, but some actively repel me (commercials that have wimpy, terminally clueless men being dominated by Mrs Condescending Know it All - there's an old Investors Business Daily commercial that exemplifies what I mean: the closing line is "But I told him!" I don't have a problem with the fact that the wife remembers useless crap more than he does, it's his demeanor that I find repellant), some are aimed directly at me in my station in life (commercials starring 3-year old towheaded little girls with Dad) and are thus effective, and some commercials just appeal to me (that bizarre Mitsubishi commercial with the hand-dancing chick actually had me looking at Mitsubishis.  Luckily, the spell was broken when I saw Chappelle's brilliant send-up of it.    )
We probably won't see him until he returns to work on Monday (  ), but I hope Ming replies with his thoughts - I'm interested in hearing if he thinks the article is true or fuzzy or full of shiites.
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Bereta_Eder
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to be a man you have to have a car
if not you're a communist
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Bereta_Eder
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I want to get back to being a communist too. Too expensive to be a man.
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Bereta_Eder
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a communist only needs a monthly metro & all transportations card. a man needs to pay for all sort of stuff.
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Bereta_Eder
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i'm talking with relation to the car.
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Bereta_Eder
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yes, it doesnt understand
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Bereta_Eder
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my battery gave its soul to the lord recently too. have to buy a new one. i'm running with a borrowed one
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25-06-2005 01:08
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