Recently, advertising has again made headlines. The brand Gillette throws after decades in which you loose with stigma, spoiled by success and power to men and has advertised in the new Spot a critical look at the male gender. She has decided to a – depending on your point of view – a courageous or opportunistic step, and an instruction is formulated: “men to attract other men to accountability”, it means there.
they would all have to reprimand, do not behave properly towards the opposite sex or otherwise outdated stereotypes of male behaviour. To illustrate this, which was transformed into the Slogan “The Best a Man Can Get” in “The Best Men Can Be”.
a lot Was shared and discussed: the new commercial from Gillette. Video: YouTube/Gillette
So commendable in this step is and so really all of the Spot statements made: they seem to be from a sender, such as Gillette’s very far-fetched. And that’s exactly why the world have developed into more Shitstorm and a fierce discussion.
in the Wake of this attention given to the gender debate and the role, which takes care of the advertising in new fuel, I have been asked to write a commentary on the men of the fair Man’s World.
Three-men types in the visor
I should analyze the exhibition and the Show of men, profile, advertising, historically, to classify and to its suitability check. Perhaps against the Background of the indignation, or Irritation.
Now is good: A look at the partners revealed a range of cigars and crypto currency rates on alcohol to fine meat. There is also power in spite of the end of motorcycles that seem to be loud, rattling, announce: hum-hum-hum, the man is there.
Roughly speaking, on the basis of the fair three main categories of targeted consumers read: beard brush-Hipster who don’t know what to do with himself, since Fixies are frowned upon; upper-class quality fetishist, would never let anything other than Goodyear welted shoes, his socks, made of pure Merino wool; and the Gadget-tinkering nerd, has since the invention of the drone, a healthier complexion, but still no girlfriend.
well-Groomed, willing to consume, to claim: this is how the exhibition looked last year. Image: Mile Stévic
One could present so much more: diaper classes, baby accessories, yoga mats, job-sharing models, respiratory courses, reading circles, sex toy, E-guitar, amplifier, Vinyl, whatever. Because, yeah, it’s logical: Hardly anyone in this country lives only in this Man’s World. Not even the approximately 12 000 visitors this year expected.
world of men for women
were 40 percent of them in the last few years, namely female. And, although they are excluded in the communication consistent: “Man’s World presents carefully for you selected content, brands and experiences. For you as individuals, fathers, friends, sons, Partner or work colleagues”, as stated in the advertising text. Apparently, no one feels hurt because of that, no one demonstrated against it. On the contrary, The women go out.
It is a nice, simple, little surprising, a little childish world that is as up for four days. Each and every may be for a few hours, a man and a Gin drink, with excavators games and expensive shoes to the touch. In a world in which everything is every day aseptic, is an adventure. Until the next Road trip through Canada, it still takes a while.
leather, smoke and Whiskey: visitors to the Man’s World. Image: zvg
in Short, the Man’s World is above all a lesson in Marketing. The creators have managed to define a product category and give it a catchy, nowadays, almost provocative title.
“The valid You” instead of “The Many”,
For the development of all forms of communication measures in General: The smaller the audience, the sharper the message. In Switzerland the target groups of the organization are often defined as broad as possible. They are addressed to “The Many”, as the General public in the jargon is called, because you are afraid that in this small country no one else is left who will buy the product. So many tooth caused lots of campaigns that reach, instead of all in the end no one.
the organizers of The Man’s World have positioned themselves well. The show itself is more clearly outlined than many of the products available to buy there. The fish and the meat of Bianchi, there are hundreds of Restaurants, the Mini one might encounter at an autumn fair. The return to quality craftsmanship also takes place outside this hall in Oerlikon. Only the staging as a biotope for the man makes the Whole thing something Special, to support the workshop’s something headline.
Everything what men want: this PR-image is staged, the men of the fair. Image: Jean-Christophe Dupasquier
To the first edition in the year 2016 you could have a converted Israeli tank from home to pick up “An oversized Boy-Toy is rolling through Zurich”, was the headline back then, “20 minutes”.
Since then, the creators had to rely on such a militant masculinity, or even on aggressive Marketing: your Playground for controlled masculinity is now well established and the Gender debate plays them in the cards.
(Züritipp)
Created: 30.01.2019, 12:18 PM
