In a Woman-Run World, Marketers Will Have to Go Softer on Men
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Back in 2001, I wrote a column that asked: “Why do advertisers and agencies think it’s humorous to depict husbands as childish-but-lovable goofballs, unable to perform the simplest tasks without prodding and reminders from their wives?
“A corollary question: Do wives get this way only after being mothers themselves, or do they learn such behavior by observing how their own moms treat their fathers?”
After reading Jack Myers’ new book, “The Future of Men,” I must conclude that the advertisers who depicted men as goofballs knew what they were doing. In explaining why he wrote his book, Jack says that “the shift toward female power is far more pervasive than we realize and that male dominance is quickly fading. It’s becoming very apparent that the future of men will be increasingly defined, dominated, and controlled by women.”
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