Shot In The Dark: Today’s Insights, Ten Years Ago
January 28th, 2016 by Mitch BergTen years ago on this blog, we were talking about the trend in advertising since probably the mid-nineties; if you look at an ad featuring a family, the man is probably depicted as a bumbling doughy cretin married to an improbably gorgeous woman who is (along with the kids, apparently including any boys that haven’t gotten married and had kids yet) inevitably smarter and more capable than him.
And now, the people who study and talk about these things are…well, studying and talking about it. At least in the UK:
What is more concerning is advertisers’ and programme makers’ depiction of men as stupid, subservient slaves to career-juggling supermums – a trend that runs from the buffoonery of Daddy Pig to an endless tidal wave of cretinous TV ad dads.
The Mintel research confirmed that 20 per cent of men think we are portrayed as incompetent about the house in ads, and small wonder. In ad land – unlike the real world where men dominate computing and engineering – bumbling blokes can’t even get a broadband connection and struggle with basic domestic appliances, while smarter women roll their eyes, then save the day.
Overall, this means that, increasingly, men in adverts are prized for their looks, but ridiculed for their brains – which is precisely where women were in the 1950s and ’60s.
Here’s the scary part – and the part that I’ve never seen anyone write about; advertising doesn’t happen by accident. Even in the Mad Men era, advertising was the product of rigorous audience research; it’s vastly moreso today.
The “Dumb Husband” stereotype reigns supreme in ads for products where women might be reasonably assumed to be the primary consumers. Look at ads aimed at men; for the most part, women may well be eye candy, but the ad passes on little or no subtext about the womens’ intelligence. And yet ads aimed at women are highly likely to portray men as idiots.
Given that ads – much less trends in advertising – don’t happen by accident, this suggests that these ads are dominant because that’s what women think about their men.
And yet society wonders why young men are choosing video games over dating.














