It\u2019s well established that advertisements are an integral part of our daily lives. They surround us every minute of our lives, and influence our thoughts, and desires. Over the years, ads have also played a role in shaping our perceptions of ourselves and others. This brings to the centre stage a complex issue: gender stereotypes promoted by ads. Ahead of men’s day, let\u2019s delve into common gender stereotypes promoted for men in advertising and explore why it\u2019s time for a paradigm shift.<\/p>\n\n\n\n
The Macho Man<\/p>\n\n\n\n
Advertisers have for years opted to hard-sell masculinity to appeal to their male target audience. Think of products targeted at men. Be it cars, perfumes, razors, deodorants or even baniyans<\/em>. Year after year, ads have played into the male fantasy by portraying men as heroes saving the day. It\u2019s time to move beyond the prince charming, daredevil narrative, and portray men for who they are. <\/p>\n\n\n\n The Man of the Family<\/p>\n\n\n\n Think of ads made for cars, life insurance, home loans? And now, look back and think about ads for toothpaste, soap or even detergents. <\/p>\n\n\n\n For years, ads have shown men as the leading decision makers, especially for monetary matters. “Kabhi socha hai aapke baad aapke parivaar ka kya hoga?” <\/em>is directed more at men than women. Portrayals of men in advertising are still limited by traditional outlines, which need to be blurred. The onus of shouldering your family’s responsibility isn’t solely on men anymore, and ads need to change their narrative in the reel world, especially when more and more men are \u2018sharing the load\u2019 in the real world. <\/p>\n\n\n\n Men will be Men<\/p>\n\n\n\n While some brands are grasping at straws to appear progressive, others are unabashedly asking men to be themselves. Or rather, the idea of men. Flexing in the company of peers, or harmless subterfuges to impress women, or highlighting the lengths men can go for pyaar.<\/em> These ads have stereotyped men, portraying them as people who don’t bat an eyelid while objectifying women. To them a reminder, not all men.<\/em><\/p>\n\n\n\n