While women have made progress in advertising, retiring the babe on the hood of a car for the beer-babe, working mom and even the ironic woman on a hood of a car roles, men have scraped the bottom of the stereotype barrel. When they're not the bumbling incompetent fool, pathetic mid-life crisis bloke, the failed seducer or the enormous klutz they seem to still be at the butt end of the joke.
The Sundaymail has investigated and find there is a double standard, while women need to appear strong in ads. Mel Coenen , AD at George Patterson "...we can depict men as stupid today and can still be politically correct."
Meanwhile, this years winner of the Media Campaign of the Year award, Women’s Health Clubs which are women-only gyms, won with its outdoor campaign, "No Toms, no Harrys and no Dicks".
"The number of complaints made by men about how men are portrayed in ads is up according to the Advertising Standards Board (Australia)." Sundaymail
This year complaints of sex discrimination in ads by men account for 39 per cent of all sex discrimination complaints about ads. In 2001 the figure was 24 per cent.
The Australian Family Association says the joke on men in ads has gone too far.
"These ads have an us-against-them mentality," said Mr Muehlenberg. "They are empowering women by squashing men."
Super adgrunts might want to view this commercial, which puts men in a less than flattering light: