It’s time to rethink lazy male stereotypes in advertising
As the female representation movement makes massive strides forward, it’s easy to forget that men too are victims of advertising’s tendency to stereotype, explains Getty Images’ Rebecca Swift.
The stoic battler. The beer swilling punter. The sweating sportsman. The dumb dad. We know them well. They’re the stereotypes of men we’ve come to resent and openly mock. So, I’m glad to say it looks like we’re on the cusp of a historic shift in how men are represented.
Demographics and cultural changes mean these traditional, one-dimensional notions of masculinity are rapidly losing relevance with little to take their place. With millennials rejecting gender stereotypes, a new wave of feminism dominating our social conversation and LGBTQ issues slowly making headway – expectations of traditional visual storytelling are being challenged.
Sweet! The SNAG is reborn. Again.
We keep saying this. It’s time to end lazy male stereotypes, its time to end old people stereotypes, its time to end mum stereotypes etcetera.
How about instead of talking about the industry just does it? The answer to that questions would make a good article, though it probably boils down to….they still work and we are too risk averse to try something else.
Maybe depression, meditation and crying has increased in men because they’re constantly displaced and paranoid about how to fit in to new roles chosen for them.