Man vs. Man: Did Advertising Kill the Great American Alpha Male?
A pdf I made from an article I read in Advertising Age. It's a very interesting read about the difficulty of marketing to Men now that gender roles are shifting, and what is predicted for the future of the male gender. Those are my boss' notes as we try to get ready for the next big pitch.
Personally, as things shift I have to wonder about the point of searching for the Masculine Archetype when it becomes readily apparent that the people think of when they think of "Manhood" at its root is the role of Provider and Protector. What happens when these are no longer the bailiwick of men? Aggression, cunning, physical strength and spatial thinking, and semen provider are no longer necessary to the survival of the tribe or the nuclear unit what happens to those who whose identity is built of such things.
In Everyday Avatar, part of what I'm looking for is an understanding of essential maleness. Perhaps instead of these qualities as definition of maleness, maleness will one day be more of a flavor than a structure. Our essence is a combination of the traits, but not overpowered by it, unless it becomes necessary to do so.
It would appear to me, based on this article that the best way to go is the Fiction Suit route. Who do I choose to be right now? What qualities can I bring to the table in this situation without getting nailed down?
I think it's funny that Madison Ave. can't nail you down. Me? I'm 38 and am now ignored by the 18-35 demographics even though as mentioned in this article and here, that 40 is the new 30. Oddly enough, for the Uberman, who is too young to really know who Steve McQueen, the new Ford Mustang is marketed towards them along with nostalgic Boomers with larger bellies and stiffer knees. Listen to this story from NPR : Ford Mustang Designer Revives an American Classic.
Personally, as things shift I have to wonder about the point of searching for the Masculine Archetype when it becomes readily apparent that the people think of when they think of "Manhood" at its root is the role of Provider and Protector. What happens when these are no longer the bailiwick of men? Aggression, cunning, physical strength and spatial thinking, and semen provider are no longer necessary to the survival of the tribe or the nuclear unit what happens to those who whose identity is built of such things.
In Everyday Avatar, part of what I'm looking for is an understanding of essential maleness. Perhaps instead of these qualities as definition of maleness, maleness will one day be more of a flavor than a structure. Our essence is a combination of the traits, but not overpowered by it, unless it becomes necessary to do so.
It would appear to me, based on this article that the best way to go is the Fiction Suit route. Who do I choose to be right now? What qualities can I bring to the table in this situation without getting nailed down?
I think it's funny that Madison Ave. can't nail you down. Me? I'm 38 and am now ignored by the 18-35 demographics even though as mentioned in this article and here, that 40 is the new 30. Oddly enough, for the Uberman, who is too young to really know who Steve McQueen, the new Ford Mustang is marketed towards them along with nostalgic Boomers with larger bellies and stiffer knees. Listen to this story from NPR : Ford Mustang Designer Revives an American Classic.
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