Women on top!

- From 70s stud to millennium muppet
- The demise of the male advertising icon

Deborah McCrudden,
The Research Business International

Biology determines whether we are male or female; culture determines what it means to be male or female, and what sorts of behaviors and personality attributes are appropriate for each gender role
Lance Strate - Men, Masculinity and the Media

The subject for this paper came to me around September when mentions appeared in our trade press of the humiliation of men in advertising. All of a sudden, it was hot news and tabloid headlines like Lay Off Men! appeared in The Sun and The Mirror. Even feminist icon of the 1960s, Doris Lessing stated: I find myself increasingly shocked at the unthinking and automatic rubbishing of men which is now so part of our culture that is it hardly even noticed.