How men are presented in advertising
Posted: Mon Jan 06, 2025 6:27 am
Masculinity is a complex, slippery, and above all, dynamic subject; models of masculinity in advertising change, but not the cultural premise that links them: the constant need to reaffirm our virility; which affects the adoption of superfluous models that wear out along with commercials and fashions.
But what does not change in the socio-cultural sphere, what does change is the construction of perceptions. Currently, brands seek to build their masculine vision in reference to their own values and essence, regardless of what is socially correct or accepted, since the priority is to be in tune with their specific target .
In this sense, aspects such as gender equity principles (as models) lose relevance, and a wide spectrum of possibilities opens up:
A shampoo brand angrily points out that men cannot use the same peru phone number grooming products as women because their dryness, shine, hair loss, or dandruff problems are different. They argue that men's aesthetics, and their biology, require products for men.
Another brand (soft drink), with a more flexible stance on gender roles, highlights men who post on their FB profile that they are in a relationship and wash dishes, among other “concessions.”
Another one (beer), with an almost misogynistic sense of humor, ironizes how fun and easy it is to make fun of women, in order to continue with the actions that exasperate them.
Another (deodorant) petrifies the male identity in a permanent adolescence, immature, hypersexualized and infallible for the conquest of gullible women ( top models ).
Others (several categories) focus on close and flexible parenting models, which ignore the man's role as provider and highlight his affection for his children.
You may be interested in reading: Market Research on Fathers. New Masculinity .
Another brand (deodorant) takes up the “historical” vision of the warrior and conquering virility of man; the ancestors return, to vigorously claim the versatility and sensitivity of the “contemporary man”, in which selfies and doggies and yoga are absolutely unacceptable, so we must return to being men, smelling like them.
Currently, the TV spotlight is on the questioning of one of the glorious roughnecks of cinema (Hollywood): Rocky – Rambo, who, faced with the fragility of dressing warmly to go out in the snow, sing in the shower or choose a romantic film, relentlessly exhorts: “ You need to watch more down low ”, to return to that rough reference, which seems to be the internal Ithaca to which we must irremediably return (according to the latest advertising trends).
I invite you to read: The Mexican consumer and trends in alcoholic beverages .
At the same time, there is the development of the market for men's hair salons, some even with billiards, against unisex aesthetics (which at one time ousted them), and the revaluation of the beard and moustache, because the male body, with or without hair, also becomes the object of marketing exploration; but that is another topic.
At Mandarina, we are passionately immersed in these socio-cultural dynamics by trade; we are alert to the transformations in society and markets, in order to put all our experience and knowledge into satisfying the needs of our clients and their brands. This has allowed us to generate a “ syndicated study” that explores this evolution of masculinity in depth.
But what does not change in the socio-cultural sphere, what does change is the construction of perceptions. Currently, brands seek to build their masculine vision in reference to their own values and essence, regardless of what is socially correct or accepted, since the priority is to be in tune with their specific target .
In this sense, aspects such as gender equity principles (as models) lose relevance, and a wide spectrum of possibilities opens up:
A shampoo brand angrily points out that men cannot use the same peru phone number grooming products as women because their dryness, shine, hair loss, or dandruff problems are different. They argue that men's aesthetics, and their biology, require products for men.
Another brand (soft drink), with a more flexible stance on gender roles, highlights men who post on their FB profile that they are in a relationship and wash dishes, among other “concessions.”
Another one (beer), with an almost misogynistic sense of humor, ironizes how fun and easy it is to make fun of women, in order to continue with the actions that exasperate them.
Another (deodorant) petrifies the male identity in a permanent adolescence, immature, hypersexualized and infallible for the conquest of gullible women ( top models ).
Others (several categories) focus on close and flexible parenting models, which ignore the man's role as provider and highlight his affection for his children.
You may be interested in reading: Market Research on Fathers. New Masculinity .
Another brand (deodorant) takes up the “historical” vision of the warrior and conquering virility of man; the ancestors return, to vigorously claim the versatility and sensitivity of the “contemporary man”, in which selfies and doggies and yoga are absolutely unacceptable, so we must return to being men, smelling like them.
Currently, the TV spotlight is on the questioning of one of the glorious roughnecks of cinema (Hollywood): Rocky – Rambo, who, faced with the fragility of dressing warmly to go out in the snow, sing in the shower or choose a romantic film, relentlessly exhorts: “ You need to watch more down low ”, to return to that rough reference, which seems to be the internal Ithaca to which we must irremediably return (according to the latest advertising trends).
I invite you to read: The Mexican consumer and trends in alcoholic beverages .
At the same time, there is the development of the market for men's hair salons, some even with billiards, against unisex aesthetics (which at one time ousted them), and the revaluation of the beard and moustache, because the male body, with or without hair, also becomes the object of marketing exploration; but that is another topic.
At Mandarina, we are passionately immersed in these socio-cultural dynamics by trade; we are alert to the transformations in society and markets, in order to put all our experience and knowledge into satisfying the needs of our clients and their brands. This has allowed us to generate a “ syndicated study” that explores this evolution of masculinity in depth.