Do you feel that men are represented in a derogatory way in women's advertising?

Question

For example, very submissive and easily manipulated by women?? Any advertisments that would display this? This would be of great help to my A2 level media exam. Thanks!

Answer 1

Definitely, it's even more obvious in the U.S. than the UK.

Advertising works by convincing us that whatever we have isn't good enough. What you're seeing is a way of undermining a woman's sense of security, implying that her man can't take care of her, that she has to carry the full weight of responsibility. It's especially effective because it seemingly appeals to women's sense of empowerment. It doesn't.

And of course these ads undermine a man's sense of his capability and worth. It's subtle, and most people are quite certain that they're immune from these influences. But we are absolutely surrounded by them.

They do get in our brains. And they're all the more powerful when we don't realize it.

Answer 2

Advertizing agencies research the target audience (in this case, women, or a subset thereof) in order to determine their psychological profile. They usually dig out the hidden desires and fears which they use in order to sell them products.

If you see an ad where men are represented in a derogatory way, it is most likely the target audience that has a bad attitude towards men. Since they already have a bad attitude towards, they find it easier to identify with the ad. They see something quite familiar and they tend to think the products 'understand' them, 'solves their problems', 'makes them more attractive', 'frees them from men' (help them emancipate themselves), etc. But it is not always the case. Sometimes products address other facets of target audience's personality. Sometimes, you will also see a housewife caring for her family, making sure dinner is ready, cleaning with super-human efficacy, etc, etc.

This doesn't mean that ad companies promote such views. They are just using them to sell products. However, it is certainly not helping either.

If you want to know more about this, try to find a torrent for BBC's documentary called "The Century of the Self" (or something similar). It is a great start.

Answer 3

Not at all. It seems to me like it is more of the opposite. I can't think of any advertisements aimed at women that are derogatory to men, whereas practically everything aimed at men can be considered offensive to women. If you can change it, you would probably have an easier time researching that topic instead.

Edit: Did a few searches on google and found some links that would help you with your research.