To continue from my last post about masculinity and femininity, I thought I would go more in dept towards the other side as well; masculinity, when looking at advertising towards men. I think advertiser can still do a poor job of advertising towards men, however, and usually, advertisers can use stereotypes of men, but these stereotypes are not offensive to most men. When looking at femininity with female directed advertising, it is much easier to offend women when using stereotypes because times have changed.
I have a great example of advertising from Wranger Jeans with one of Brett Favre’s many commercials.
He is seen outside playing football with all men, in a field or wooded type of area in the mud. When there is a voiceover describing Wrangler Jeans as “tough,” and “jeans that last.” This commercial also has rock song playing in the background which is clearly a song more directed towards the like of men. Since “tough” and “strong” and the outdoors with all men would clearly seem more masculine, this commercial is absolutely directed towards men with the clear sign of masculinity in what is happening within the commercial visually, as well as the verbal usage that describes the jeans. The difference between masculinity and femininity, as noted before, advertising towards men using masculinity is not offensive usually, while femininity directed advertising usually can be. I think this a great commercial from Wrangler and is probably pretty successful idea for their brand.
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