I recently did a post on the representation of women in advertising and of course I’ll do one on men too as they also suffer from negative stereotypes. It’s important to enforce positive attitudes to both sexes. Feminism is about equality of the sexes. Men are victims of stereotyping in advertising too! So let’s discuss that.
(If you wanna read my post on representation of women, click on this link > The (mis)Representation of Women in Advertising
Although men have not been victims in advertising of demeaning sexual objectification, domestic violence, control and power etc. They very frequently fall victim to high expectations for body images. And an ideology of the ‘good looking man’. Men are also exposed to ads that undermine them and make them seem to be rubbish at doing specific tasks and ‘dumbs’ them down. Here are some examples (slideshow)
Companies that relentlessly hire a specific ‘type’ of male to model for them are the likes of, Abercrombie & Fitch, Calvin Klein, and many other underwear and top range clothing companies.
The display of such muscular, fit, tall men creates a World in which men who don’t look like this aren’t attractive. There’s a lot of stick men get on social media. Which may be a bigger issue than advertising, however, not everyone has a social media account, but almost everyone will see an advert.
Guesses range that we see up to 20,000 marketing messages a day. This is such a huge amount. If you are institutionalised into a World in which these are the standards then no wonder men feel inadequate.
Similarly to women, this is demeaning, can knock self confidence and make men feel as though they aren’t good enough. Women are guilty of body shaming other men, more so with height and muscles. There are many men who feel insecure about their height and build, and being surrounded by adverts that show underwear models for such a niche group of men is tough and wrong.
Here are some examples in a slideshow of high body expectations of men.
(I have no idea why they’re all in B&W)
It needs to be acknowledged that these models only represent such a small group of men. It is unfair that men have to view this all the time and for those who have a totally different build to this will feel shamed and not good enough. They will feel insecure as other women are exposed to this and then have it in their minds that this is the ideal image for men to have. This movement is just as important as stopping female stereotypes. All gender stereotypes are wrong.
I look forward to hearing your thoughts! Let me know how you feel about this topic