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Anorak | Women Have Been Ad

Women Have Been Ad

by | 30th, June 2006

"ADVERTISING tries to reflect the culture," says Linda Kaplan, president and chief executive of the New York-based Kaplan/Thaler Group. "It’s a mini-hologram of what’s going on."

And what is going on is that men are turning into losers. The Times has seen a report in the advertising newssheet Campaign. Therein the lament is that men are being portrayed on adverts as “castrated dweebs”.

And this is just what men are. Really. Alistair Green, of advertising agency Bartle Bogle Hegarty (Pugh, Pugh, Barney McGrew, Cuthbert, Dibble and Grubb), says men are as they appear on adverts for cleaning products and telephones.

“Ten years ago advertising was all about aspiration, and being male and strong,” says he. “What has happened over time is that consumers are demanding more relevance to them and something to latch on to.”

Did you hear that? We the consumers are “demanding” change. This might come as something of a surprise to the millions of men who flip change the channel TV whenever adverts come on,

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