- "gangbanger wannabees"
- "slovenly, stupid technophobes"
- "serious and insipid metrosexuals"
They also give us ads with so much streotypical crap that it is amazing that they sell anything at all. Most of us are finding ways to tune out the drivel, and they are having meetings to discuss why the drivel may need to be shifted in its viewpoint.
Clue... If you have a great story, a great product, great service and a public with an appetite for what you are selling, it'll work out. Just no more talking cars, trucks going 90mph over rocky terrain and guys who can't figure out how to "program a VCR". Hell, we don't even have VCR's anymore. And Tivo is easy enough for, well, even a guy.
Morons. (This meeting took place in the South of France... well... there ya go.)
Male-targeted ads found to be in no man's land - Yahoo! News: "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."
2 comments:
But what else do you expect from the same group of advertising geniuses who brought us "The masculine ideal is being completely modified. All the traditional male values of authority, infallibility ("Infallibility"? My wife might have a few words on this... -K), virility and strength are being completely overturned,"?
There was a comment here asking if I was trying to sound stupid about noting that the meeting was in the South of France.
No, my point was that advertising folks have a disconnect from the people they are trying to reach. I work with ad agencies in NY, LA and SF. In most cases, these very urban folks have terribly skewed views as to what people who do not live in their cities think and do. Instead of having meetings in Dayton, Tulsa, Jacksonville or Denver, they have them in the South of France.
I would note that having meetings in the SoF is kind of a statement, I think.
That they seem to be struck by findings that men aren't what they have stereotyped them to be while meeting in an esoteric (to most folks) destination may be part of the same myopic problem.
Certainly nothing wrong with the South of France, nor is there any significant problem with anyone meeting there.
Not trying to sound stupid, maybe not clear bout what I was trying to say.
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