Over one quarter of males agree that men are sexualised in adverts just as much as women
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It seems that the rise of ‘Hunkvertising’ is causing men to avert their eyes away from advertising. Indeed, new research from market intelligence agency Mintel reveals that half (50%) of all men say they don’t pay much attention to advertising, whilst more than one quarter (26%) agree that men are sexualised in adverts just as much as women are.
Mintel research indicates that advertising is making young males feel inadequate about their appearance, as one in six (17%) men aged 16–24 agree that male models in advertising have made them more self-conscious of their looks, up from an average of 11%. Older men, meanwhile, may feel marginalised, with 70% of men aged over 65 agreeing they don’t pay attention to advertising.
Today, just 8% of men say they are inspired by the way men look in advertising, and it seems many feel alienated by the way their gender is currently portrayed. One quarter (25%) say they find it hard to identify with men that are shown in adverts, whilst 22% say that ...
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