“Half of all men admit that they are largely apathetic towards advertising, reflecting how many find themselves unable to identify with the men they see in ad campaigns. There is now an opportunity for brands to change this, with brands using advertising to more fully identify with the average man, using regular-shaped models in their campaigns, as well as emphasising the important practical and emotional role he plays in the ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered. Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
The Market – What You Need to Know
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – What You Need to Know
Lifestyle Priorities and Aspirations
Factors Influencing Purchases
Attributes of a Good Advert
Men’s Attitudes towards Advertising
Perceptions of Common Advertising Themes
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources, Abbreviations and Supporting Information
28th November 2016
“Advertising has become increasingly divided in terms of how it represents men in recent years, with hyper-athletic male models and fuller-framed funny men having become the paradigms by which brands define masculinity.” 
31st October 2016
“Several Indian ad campaigns have tried to encourage more male engagement with laundry and other household chores. Mintel’s research suggests there is opportunity for brands in the UK to do the same, although a softer approach may be more effective.” |
Representing the average man
