3 Advertisements that exemplify male stereotypes and how they can affect teenagers

Teenagers nowadays are bombarded by daily advertisements of all kinds. Within these ads many stereotypes can be seen and these advertisements can have a profound effect on teenagers. Of these many stereotypes found in advertisements one that is particularly intriguing is the male stereotype. Males are portrayed normally in their most masculine form in order to question a man’s “manliness” and get the target audience interested.

For example in an ad created by Jim Bean Bourbon, the ad tries to associate their product with their slogan, “real friends, real bourbon”, and create a connection with the audience. Then the copy of the ad appeals to the audience emotions by referring to the relationship with ones girlfriend and how she would always want to know where the relationship is going. It then goes on to say that “real friends, real bourbon”, located at the bottom of the ad, would never do that. This gives us a stereotype of a man that is always being nagged by his girlfriend and this bourbon and friends can be a good getaway. The image is also a very friendly one, it catches the eye with the red color, large black letters and the black and white photograph of friends having fun while drinking.

This could be a bad example for teens since teens are very impressionable and saying alcohol can be your friend in such a subtle manner could cause teens to be more likely to start drinking at a younger age. Many teens already drink as it is, this ad might reinforce there notion that drinking at their age is "cool". The image showing friends drinking could cause teens to drink with their friends and not become social and get a girlfriend. This stereotype also causes there to be a female stereotype of a girlfriend that nags all the time and this also effects male teenagers outlook on having a girlfriend. 

The French Connection marketing team has created an ad that actually makes fun of male stereotypes in our culture. This ad shows a man with bunny ears long hair and a beard and a copy right in the middle saying, "MAN SHOULD BE BRAVE.", clearly making an ironic statement and making fun of the stereotype that all men are brave. It is ironic because the man is wearing bunny ears which normally are not worn by "brave" men. It is clear that the ad uses pathos to appeal to the audience, by making viewers laugh with the ironic statement, which establishes a connection with the viewer making it a strong ad. Also this could be hinting at the fact that this company produces clothes men generally do not wear and men should be brave enough to try theses clothes out. We are able to assume this because of the signature at the bottom that clearly states, "FRENCH CONNECTION FOR MAN". The second part of the ad shows perhaps the same man dressed in all black and a copy that states, "EAT MEAT. DRESS WELL." Yet another male stereotype of men, which is that men eat meat, dressing well is referring to the fact that French Connection is a clothing and fashion company so making a connection with men and their company.

Teens that view this will probably become curious with this company since it is ironic and funny. Teens might become more aware of this stereotype and want to make it stop from happening. This ad could possibly help them realize how silly these stereotypes are and not want to be affected by them. The man in the ad looks very manly so possibly teens would think if this man does not care about being manly and actually makes fun of the male stereotypes then why cant I. 

This ad by Gucci has no copy and only a signature at the bottom right. This ad shows a man ,perhaps a cowboy, towering over a woman, perhaps a Native American, with his shirt off showing his muscles and the woman groveling touching his feet. The woman is scarcely dressed as well and is clearly in an inferior position to the man. 

This type of ad that sexualizes both men and women can have a profound effect on teens. This ad creates a male stereotype that men are better than women and should tower above them as well as men needing to be fit and muscular or else perhaps women will not grovel at your feet as shown in the advertisement. Teens could feel that this is the way they need to be and they need for women to be at their feet to be a man, however, this is an erroneous thought. Men and women are equal and should be shown as such in advertisements so as not to create these kinds of stereotypes. 

In conclusion, advertisements show male stereotypes, however, depending on how they portray them makes their effect positive or negative on teens who view these ads. Male stereotypes should not be used to advertise in the media because of the effect that they might have on people. Many advertisements are what shape teen culture and depending on the way these companies advertise there will be an effect on the way teens look at themselves and look at others. I have truly enjoyed talking about this very interesting and controversial topic.