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Friday, April 18, 2008

Advertisers: Men Are Not Idiots

Bashing Fathers and Husbands Isn't the Right Way for Marketers to Sell Products

By Glenn Sacks and Richard Smaglick

Published: April 14, 2008

The way the advertising industry portrays men has drawn increasing scrutiny in both the trade press and the mainstream media. Defenders of the status quo -- in which men are depicted as irresponsible fathers and lazy, foolish husbands -- are starting to feel outnumbered. It's an understandable feeling.
AT&T: Monkey
Fair Portrayal: AT&T's touching father-daughter ad 'Monkey' is an example of a father-positive spot.


In 2005, Bob Jeffery, chairman of JWT, said his agency had committed itself to developing "smart, positive portrayals of the modern man." Meanwhile, anti-male ads have been criticized by, among others: Marian Salzman, chief marketing officer of Porter Novelli; Mark Tungate, author of "Branded Male: Marketing to Men"; syndicated columnist Kathleen Parker, whose weekly columns appear in 300 newspapers; TV host Bill Maher; CBS News anchor Charles Osgood; nationally syndicated radio-talk-show host Laura Schlessinger; syndicated columnist Jacey Eckhart; Chicago Tribune columnist Ross Werland; law professor/author and blogger Glenn Reynolds of Instapundit; Christine B. Whelan, author of "Why Smart Men Marry Smart Women"; and major-market-talk-show hosts Al Rantel, Mike McConnell, Ron Smith and Joe Elliott.

The evidence is clear: "Man as idiot" isn't going over very well these days.

more : http://adage.com/cmostrategy/article?article_id=126292
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