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Macho Men Evident in Advertising

— June 2, 2006 — Marketing
Miller Lite's recent commercial, featuring manlaws.com and Burt Reynolds, depicts the recent trend of the move from metrosexuals to the macho man. Looks like we're back in cowboy country girls. "Men are rewriting the rules now, and they're saying, (metrosexuals) aren't our people. So let's take back control and make our 'Man Laws.' " (Sacbee.com) It appears that this trend is spreading especially in advertising. Burger King, Dial and Axe have all moved in this direction when communicating to their male audience. Maxim even jokes on mantrophy.com that men are an endangered species. Now this doesn't mean men will disregard grooming and clothing, it just means how companies advertises their products needs to change and is. (GUSH Magazine)
Trend Themes
1. Return to Macho - The shift from metrosexual to macho men in advertising shows a trend of a return to traditional masculinity, providing opportunities for companies to target a new demographic.
2. Man Laws - The rise of 'Man Laws' as a cultural phenomenon presents an opportunity for companies to market products to men that align with these codes of conduct.
3. Endangered Men - The comedic idea of men as an endangered species creates a trend of self-awareness of masculinity, which can be exploited by companies in their marketing strategies.
Industry Implications
1. Alcohol - The trend towards traditional masculinity in advertising presents an opportunity for alcohol companies to market their products to men in a new way.
2. Personal Care - The shift towards macho men and 'Man Laws' in advertising provides personal care companies with the opportunity to create and market products suited to these codes of conduct.
3. Fashion - The trend towards traditional masculinity in advertising offers opportunities for fashion brands to update their messaging to fit the new male demographic.
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