Young men do not like ads that show images of well-toned male bodies, according to a study by Advertising Research Specialists Davies Riley-Smith Maclay (DRSM). The study was designed to help advertisers improve their targeting of men in the 1990’s and involved both men and women of different ages and social backgrounds.
Despite objections from the younger men in the study, the stereo type of men as sex objects was recognised as appealing to women, with both sexes recognising that “it is now the woman’s turn.” All but the younger more up- market men in the sample were happy with ads that portrayed them as less than competent in the home. The under 35 year olds claimed that ads like the Gillette Contour TV campaign, which emphasised success and achievement in all walks of life, make them feel uncomfortable.
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