"You are an engine!" ? Why male grooming stinks
So, dear women: The whole exercise here is black ice. Let's first of all make it clear that advertising with women as a target group is miserably stereotypical. It behaves like GZSZ: It takes an eternity to improve a little, but basically it stays bad underground. Somehow the advertising industry does not seem to have come far since the 1950s, when "Frauengold" made TV advertising for the hysterical lady (by the way, that was nothing but alcohol, according to the motto: "honey, have a drink," then you're going down. ") Meanwhile, the women are no longer hysterical emotion bombs, but favored taut and wrinkle like a horse. Oh, the nice zeitgeist!
But now we have to get rid of something: Men, yes? We're also pretty bad at watching TV. Because advertising for men is actually no advertisement for men. Advertising for men is 80% advertising for assholes and 20% advertising for? let's say it? Failure. In between there's less than in the hinterland of Kazakhstan. * Fist on the coffee table! * As men of the blow "Not bad but well" we find that grossly unfair.
The fairy tale of Adonis
Have you already seen the advertisement with Jürgen, who secretly moves his stomach after the lost basketball game in the locker room and applies such a mediocre-good-smelling deodorant, because it's just two for one in the supermarket and nobody cares anyway? Well, we do not either. Because that does not exist. "Is it but lame," say the agency hipsters in Berlin then. Yeah, yeah, we say. Completely lame. But do you know what else is lame? This one:
Hmm. Convincingly realistic. Thank you, Berliner-Hipster-Agency, because you have worked hard to produce something that is as close as possible to the lifestyle of the modern, urban man. We all seem to be doing nothing but practicing suicide by Crossfit and drinking avocado protein shakes from the milk can all day long. Bravo! And the white Speedo? Like ours from last summer. Not to mention the dive skills and the fondness of ambushing women in rubber boats like a sex offender. Hats off.
The man is not an engine
Man (yes, that's wanted) has to see it this way: beauty ideals are okay. And advertising always plays with the ideal concept? whether as a half-naked youth in perfume advertising, or as a silver fox, who in the latest Mercedes model by a Mediterranean paradise blasting. Advertising is never realistic, but should arouse longing. If she were realistic, the silver fox would already have had five seniors on her conscience and would be sitting in Munich in Stadelheim in the Kittchen, enslaved by a group of Hell's Angels.
However, it seems very difficult for the marketing world to understand that men, just like women, are not impressed by ever-exaggerated standards. And there are only two standards in men's advertising: The male demigod, well-trained and successful in all respects? and the half-bald loser, with beer belly, single, quite possibly football fan. The second, according to advertising, can become the first. But he has to embalm with Alpecin and the mantra "The man is an engine, I'm an engine, the man is a motor" down pray. So.
That's why we're pleading for more men-men in advertising. Tilts the Romeos strolling with half-open shirts over endless Italian Piazza and distribute pecks on the garbage dump. Nobody is served with that, really now, except maybe a few teens. Delivers us likeable types who can apply deodorant without getting naked. Turn off this diesel engine, which is supposed to be the man. We change to electric.
