Portrayal of Men In Marketing : From Historic times to COVID 19
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The document explores the evolving portrayal of men in Indian advertisements, highlighting historical shifts from traditionally masculine traits to more nuanced representations that include intellectual and emotional aspects. It discusses various advertisements from different decades and the changing cultural perceptions of masculinity, emphasizing how brands have adapted to societal changes. The analysis culminates with contemporary advertising trends during the COVID-19 pandemic, reflecting a wider spectrum of male representation.
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Portrayal of Men In Marketing : From Historic times to COVID 19
- 1. PORTRAYAL OF MEN ACROSS LANDSCAPE IN INDIA
- 3. THE CHANGING PORTRAYAL OF MEN
- 4. HISTORIC TIMES • In the previous times the definition of a complete man revolved around the following human characteristics: •Brute •Powerful •Strength
- 5. •Hence the following would reflect the changing depiction of men (influenced by cultural changes) across India 1. The macho/browny men: • Lifebuoy : Men as Sporty Tandrusti hai vaha.. https://www.youtube.com/watch?v=yFZzpb-cJbQ (1992) • Colgate: Men as Phalawan https://www.youtube.com/watch?v=JhsASWTKCnU
- 6. 2. To The brainy men: • Action School Time Shoes: choosing male kids over female kids to depict education and school: https://www.youtube.com/watch?v=ax5Fl7huJ Zw 1990s • Air Action Center fresh gum: https://youtu.be/40eYmoh5vNw 3:20 mins--- • Kiwi Shoe Polish Ad : https://youtu.be/g4eMi7Qy5Rw
- 7. 1970S AND 1980S….. • addressed the masses generally… Cigarettes 1. Cigarette- Red & White: Hum Red & White pene walon ki baat hi kuch aur hai https://www.youtube.com/watch?v=34fakC_vudY 2 . Cigarette- Charminar: Nothing else satisfies https://www.youtube.com/watch?v=Fbck2-nZVcQ 3. Four Square ad: Live Life kin g size https://www.youtube.com/watch?v=92lbabECSDA
- 8. AFTER 1980S… • Brands and their advertisements addressed the affluent class: • Swollen middle class slab… • 1. Cherry blossom: https://www.youtube.com/watch?v=DEGvxO_4xI g
- 9. • 2. Old Spice : • The mark of a man 1980 https://www.youtube.com/watch?v=Bt3YCp9PCkM • new: Old Spice: Smell Mantastic 2013: smell mantastic: https://www.youtube.com/watch?v=iriozopIpaw • 3. Titan: • https://www.youtube.com/watch?v=SvRx1C0oxOQ • https://www.youtube.com/watch?v=3M_FkA1uLhI • Titan 2013 https://www.youtube.com/watch?v=PQxFL6Ce-XM (emotional appeal) Brand relationship
- 10. Men of Class • 4. Bombay Dying: https://www.youtube.com/watch?v=hSGRyAr8EZM (female projection) • 5. Raymond: The complete man: https://www.youtube.com/watch?v=zz3o1PS7IFo • 6. 501 Jeans FCB: https://www.youtube.com/watch?v=7DK7RsSt1Q0
- 11. AFTER LIBERALIZATION: 1990S AND AFTER Human Values: Family values Friendship values Emotional appeals 1. Ariel: Emotional side of men: Men taking roles. Men sharing domestic responsibilities https://www.youtube.com/watch?v=wJukf4ifuKs https://www.youtube.com/watch?v=QAxm23SjHDo https://www.youtube.com/watch?v=ojEihuG_0h8
- 12. LATE 1990S: A NEW INDIAN MALE: BRANDS DIDN’T FEAR TO REFLECT THE BEAUTY PRODUCTS USED/NEEDED BY MEN • 1. Emami Fair and handsome: Emami Fair & Handsome https://www.youtube.com/watch?v=0kqd9zaI698 • 2. Aramusk https://www.youtube.com/watch?v=2P4Lpis3InM Fair and lovely men Lux for men Ponds men face wash Nivea men: https://www.youtube.com/watch?v=j_7csMNz4EU Ponds men: https://www.youtube.com/watch?v=sTYxUrhuRp4 Garnier men: https://www.youtube.com/watch?v=0kVDzNXKLOg *Breaking the Stereotypes*
- 13. MILLENNIALS……………. • 1. Godrej expert hair color: https://www.youtube.com/watch?v=qePrlnFz7x0 • 2. Thumbs Up: : Aaj kuch toofani karte hai https://www.youtube.com/watch?v=PWXHXPQddlY • 3. Mountain Dew: Don't Do They: https://www.youtube.com/watch?v=KTApsCmv5Do • 4. Whirlpool: https://www.youtube.com/watch?v=JKBAnc6DQJk • 5. Act II Pop Corn: https://www.youtube.com/watch?v=t7zyh9uHofM https://www.youtube.com/watch?v=L2n7hBkS8Ks
- 14. COVID-19 AND ADVERTISING: NO MAN ADS • 1. Amazon : Bouncing Back : https://www.youtube.com/watch?v=L3p5ud-Y7Hk • 2. Hum andar corona bahar: https://www.youtube.com/watch?v=1qobrXTQCaI
- 15. CONCLUSION Hope you learn and apply