For decades, many women have argued that advertising has unfairly portrayed them as little more than objects of beauty, youth, and physical attractiveness. Whether selling perfume, clothing, or even automobiles, advertisers have often relied on idealized images of women to capture consumers’ attention. As society has become more aware of these portrayals, important conversations have emerged about body image, unrealistic beauty standards, and the messages these advertisements send to young girls.
Perhaps it’s time to ask a similar question about men.
Gender differences in advertising
No, men are not typically portrayed in advertisements the same way women have been. However, they are often presented through an equally narrow lens. Turn on the television during a sporting event or browse advertisements online, and you’ll likely find men driving oversized pickup trucks, conquering rugged terrain, grilling steaks, drinking beer, lifting heavy objects, or demonstrating physical toughness. While there is certainly nothing wrong with any of these activities, they represent only a small fraction of what it means to be a man.
Advertising doesn’t simply sell products—it also sells identities.
Every advertisement communicates a message beyond the product itself. It tells us who uses the product, what qualities are desirable, and, perhaps most importantly, who we should aspire to become. For young boys who are still developing their identities, these repeated messages matter. If nearly every commercial portrays “real men” as fearless, stoic, physically dominant, and emotionally reserved, what conclusions might they draw about themselves if they don’t fit that mold?
Psychologists have long understood that people learn by observing others (social learning theory). Parents, teachers, coaches, and peers all influence our beliefs and behaviors, but so does popular culture. Advertising may not create our definitions of masculinity, but it certainly reinforces them. The more often a particular image is repeated, the more normal and expected it begins to feel.
When we examine advertisements geared toward men today, many portray men as:
- The rugged outdoorsman
- The pickup truck driver
- The beer drinker
- The fearless cage fighter athlete
- The physically dominant protector
- The stoic problem solver, independent thinker, and able to take care of most situations through brute strength.
Again, there is nothing inherently wrong with these portrayals, but they only represent one version of masculinity. For a more complete, holistic understanding of men, future advertisers may want to broaden the ways in which they portray men, similar to how women today are more regularly seen as more than simply being physically attractive. Images of men that are commonly missing include:
- Reading bedtime stories to their children.
- Caring for aging parents.
- Mentoring young athletes.
- Supporting their spouses during difficult times.
- Talking openly about mental health.
- Men comfortable demonstrating compassion, patience, empathy, nurturing, or vulnerability — as well as shown in female-stereotyped roles (i.e. stay-at-home dad).
These men exist in every community, yet they are far less visible than the stereotypical “tough guy.”
Ironically, many companies have worked hard to broaden the portrayal of women in advertising by highlighting intelligence, leadership, athleticism, and diversity. That progress is exciting and worth celebrating. Perhaps the next step is recognizing that men also deserve a broader and more realistic representation. Male strength can certainly be physical, but it can also be emotional. Courage isn’t demonstrated only by taking risks; sometimes it is found in asking for help, showing compassion, or standing beside someone who is struggling.
Final thoughts
Advertising will always simplify reality—that is part of its purpose. But perhaps it’s time to ask whether our portrayals of men have become just as narrow as the portrayals of women once were. The question isn’t whether advertisements should stop portraying tough, confident, or physically capable men. Those qualities have value. The question is whether those should be the only images of masculinity boys and men repeatedly see.
After all, strength isn’t measured only by muscles, pickup trucks, or toughness. Sometimes the strongest men are the ones who patiently teach their children to ride a bicycle, quietly care for an aging parent, encourage a struggling teammate, admit when they’re hurting, or simply show up every day for the people who depend on them.
drstankovich.com
