Remove from your mind the stereotypes connected to advertising targeting men. The time for sexy ads is over: the new masculinity requires a different approach. In an upcoming book, JWT Worldwide unveils the "M-ness" a new form of masculinity that combines the best of traditional manliness with traits traditionally associated with females. The Future of Men suggests a new "reinvented" way of looking at the men's market, with more balance and less stereotypical solutions. Marian Salzman, JWT Executive Vice President, Director of Strategic Content, explains (with quite a lot of emphasis) the point:
"All too often in the marketing arena, we're portraying man as the victim -- of his sexual organ or his lust, his emotional neediness, his overinflated ego, or his sheer ineptitude. Our goal at JWT is to do a better job of emphasizing attributes that the modern man already possesses or might wish to emulate. Instead of relying on lowest-common-denominator, stereotypical solutions, we are striving to depict 'balanced men,' 'men of the world with conscience,' and other positive portrayals of men."
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