The Complexity of the Simplicity of Men
The bigger question in advertising is, “What do women want”? It is typically not, “What do men want?” The ease of answering this question could stem from the fact that it is my own personal opinion or the difference in complexity between men and women the reside in western cultures. Let’s go with both reasonings shall we?
Men are simple. Sorry. I’m sorry, but you guys truly are. Most of you will agree with me on this… but I know a few men out there would beg to differ. Actually, most of the men I have dated were very in touch with their feminine sides (this was also their self-proclaimed selling points when trying to pick me up). In the end, this is exactly the key point advertisers must focus on. What “gets them the girl” or “makes them look hotter then their buddy” or “gets them laid”. Even if your the emotional guy, you still have share common ground with the simplest of them all.
Men are sloppy. If it wasn’t for women, men would lay around in their week-old underwear all day, watching TV, and eating the grossest of fried foods. I know this from hanging around with a large group of college men. Granted, they wouldn’t display this sloth everyday, but at least 4 days out of the week.
Men are competitive. They are competitive all the time. In their conversations and debates, their video game playing, their jobs, their mental and physical health, and of course their quest for women. This is were the other 3 days out of the week come into play. Real life example: In my business causal to wear-whatever-you-basically want” workplace, I have witnessed a unique chain of events within the outfit decisions of the single men. Friday’s are the days they look good. I am taking nicely ironed, button down shirts, nice shoes, nice shave, perhaps even a fancy suit jacket or sexy pair of pants.
Why this sudden dress up? Women at the bars and clubs during Friday night happy hours and late night parties. They would never dress like this on Tuesday. The middle of the week dress code for them is crappy T-shirt they got for free and extremely wrinkled cargo shorts. Now, lets not be a double standard here. Women also dress up when they go out on the weekends.. but they also dress up when they go to work. Or at least still look cute, clean, and their hair done.
It must be noted that all of this is for pure stereotyping (this IS an advertising blog) and should be used with caution. The true advertising challenge exists with the guys that for one– are NOT single. If they already HAVE the girl, what is their motivation behind purchasing now? Two– are GAY. What girls do they want to attract besides hags? AXE better make those pole dancing women into Chippendales quick. Three– the guys who just don’t think that way. You know, they ones who use natural beauty and charm to entice women. They will use any bar soap, have a scruffy shave, and eat chicken wings at the bar and will STILL get the girl. OR they will use more body lotion then their female conterparts, shave everynight, and order a salad over a long deep conversation about self actualization and not care about getting a girl until he betters himself =) Oh, the possibilities that are not the alpha male!
This notion could go on forever… until next time!