CHAMPAIGN, Ill. – The male response to depictions of ideal masculinity in advertising is typically negative, which has implications for advertisers and marketers targeting the increasingly fragmented consumer demographic, according to research from a University of Illinois marketing expert.
Cele Otnes, a professor of advertising and of business administration who studies how marketing and advertising shapes consumption, says that men who compare themselves to the hyper-masculine or over-exaggerated male stereotypes in advertising and popular culture experience a range of emotions, including feelings of inadequacy and vulnerability.
“While partying and promiscuity are often depicted in advertising, some men find these images to be negative portrayals of their gender and are, in fact, turned off by them,” said Otnes, the Investors in Business Education Professor of Marketing at Illinois. “So it’s important to recognize that some men may react negatively or be adversely impacted by such images.”
According to the research, which was co-written by Linda Tuncay Zayer, of Loyola University, Chicago, six themes emerge from the analysis that reveal how men respond to ad depictions of ideal masculinity. Half of the themes – skepticism, avoidance and indifference – are negative, while the others – enhancement, striving and chasing – skew positive, with men seeing advertising as more of a motivational tool to enhance a certain aspect of themselves.