Do men really want to see 'macho men' in ads?

Male response to depictions of 'ideal masculinity' in advertising is typically negative, a new research has found suggesting that advertisements should depict roles played by men in real life.

A marketing expert from the University of Illinois found that men react with scepticism, avoidance and indifference which are negative responses while some men who see advertising as a motivational tool responded positively with enhancement, striving and chasing.

"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," Cele Otnes, professor of advertising and of business administration in the University.

"A lot of ads directed at males are still dominated by 'The Player', 'The Beer Drinker' or 'The Buddy'," she said.

"But those stereotypes don't actually fit the vast majority of males. Advertisers and marketers need to broaden the spectrum, and create campaigns centered on more of the actual roles that men play 'The Dad,' 'The Husband' and 'The Handyman," she added.

"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 research was co-written by Linda Tuncay Zayer, of Loyola University.

"Although much research has examined the negative impact of advertising depictions on women and children, very little is known about the impact on men," Otnes said in a statement.

The research holds implications for advertisers and marketers, who can use the contributions from the research to "employ masculine themes in advertising more effectively and ethically," Otnes said.

"As much as academics and some practitioners have called for responsibility in media messages targeting women and girls, attention also should be paid to men and boys," she said.

The study was published in the book "Gender, Culture, and Consumer Behavior," co-edited by Otnes and Zayer.

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