On Reuters Jeffrey Goldfrab writes "The Marlboro Man is having an identity crisis" commenting a study (Metros Versus Retros: Are Marketers Missing Real Men?)conducted by Leo Burnett which found out most of the men (about 74 percent) think images of men in advertising are out of touch with reality. In the "real" world there aren't only macho men, but also fathers, who enjoy spending time with their families and aren't very much interested in ads proclaming masculinity.
The message Leo Burnett delivered during a presentation in Cannes is clear: agencies need to wake up, abandon the old stereotypes and start investigating how men are changing and adapting to society's changes.
Tom Bernardin, chairman and chief executive officer, Leo Burnett Worldwide commented:
"As the world is drifting toward a more feminine perspective, many of the social constructs men have taken for granted are undergoing significant shifts or being outright dismantled. It's a confusing time, not just for men, but for marketers as well as they try to target and depict men meaningfully".
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