Our dear buddy Bud ponders about advertising and the new world order. The following are his words.
Advertisement, just as rhetoric, is designed to target our aspirations as well as persuade and move us. But more so than that, in the heydays of Madison Avenue, it also filled a purpose. It's role, at least from a male perspective, was to uphold values of strength, gallantry and chivalry. To manufacture weaklings into men as the iconic Charles Atlas would have put it. Nowadays no such overarching purpose seem to exist and as such we have transformed our nation's males into a specie that would rather flaunt their physical prowess for the sake of beauty than for the sake of domination. Not convinced? Just take a look at these two advertisement. They're only fifty years apart but from the looks of them one might just as well summarize that they must originate from different planets.
If you really feel the need to do a show of hands as to determine which of the two best targets male aspirations my guess is that you are in need either of spectacles or a testosterone replacement therapy. But if this really is the case, and good advertisement are being beaten to an inch of it's life by bad advertisement, how can we explain this shift in perspective? The best explanation I can come up with is that it all comes down to Madison Avenue´s need to replace the heterosexual man as their main focus-group of customers. A business decisions that from a monetary perspective naturally makes total sense. So to try and summarize this sad state of affairs, cui bono? Well apart from Madison Avenue and the well off citydwelling meterosexual I must confess I find myself hard-pressed to spot a winner, one thing however is sure and that is as usual, the short end of the stick once again seems to fall on the weaker sex. It is they that must bear the brunt of this one as their natural inclination, dawned upon them by natural selection, pushes them to towards virile strength and might, not homoeroticism and shaven chests. Perhaps Matthew actually was on to something when he prophesied that the meek one day would inherit the earth.
Note: here are a couple of ulbator ads. For comparison purposes.
Not for Pussies!