one more article, may not be that important though! lol
http://www.telegraph.co.uk/money/main.jhtml?xml=/money/2005/08/22/cnjwt22.xml
Adland pulls plug on man's lustful ineptitude
By Rosie Murray-West, City Correspondent (Filed: 22/08/2005)
One of the world's leading advertising agencies has committed itself to "smart, positive portrayals of the modern man," after a book by one of its executives said that the media portrays men as victims of lust and ineptitude.
On the same wavelength: Michael Buerk
Marian Salzman, vice-president of JWT, says that masculinity has become an "easy target" for mockery. In her new book The Future of Men, she says advertising and marketing businesses need to rethink their approaches to gender.
JWT, the fourth-biggest advertising network in the world and owned by media giant WPP, now says it wants to help its clients to break out of this stereotypical way of looking at masculinity, and reach a modern male audience.
"For several decades, women have dominated the attention of marketers, whereas men have been all but ignored in most categories," says JWT Worldwide chairman and CEO, Bob Jeffrey.
"Men have faded into a collective boob-dom, a sort of Jackass meets The Man Show meets The Simpsons. As a result, the way we approach the men's market is ripe for reinvention." In her book, which is due to be published in September, Ms Salzman says that men have finally become fed up of being "the butt of every joke".
Ms Salzman's comments will resonate with newsreader Michael Buerk, who caused a furore last week by claiming that life is now being lived according to women's rules and that men had been reduced to little more than "sperm donors".
However, Ms Salzman argues that men need to do something about this state of affairs, by fighting against an inertia that tells them that they will always be top dogs at home and in the workplace. "This isn't a battle that women will instigate or fight on men's behalf," she says.
Her book analyses the portrayal of men in film, on television and in advertising, where Ms Salzman says the depiction of masculinity is the worst. She believes men are commonly portrayed as victims of their sexual organs, their lust, their emotional neediness, their ineptitude, or their overinflated egos.
Ms Salzman is well-known as a "futurist", a person who defines ongoing trends for the coming years. She is known as as one of the first to coin the term "Metrosexual", in 2003.