A marketing expert from the University of Illinois found that men react with scepticism, avoidance and indifference which are negative responses while some men who see advertising as a motivational tool responded positively with enhancement, striving and chasing.
"Men who compare themselves to the hyper-masculine or over-exaggerated male stereotypes in advertising and popular culture experience a range of emotions, including feelings of inadequacy and vulnerability," Cele Otnes, professor of advertising and of business administration in the University.
"A lot of ads directed at males are still dominated by 'The Player', 'The Beer Drinker' or 'The Buddy'," she said.
"But those stereotypes don't actually fit the vast majority of males. Advertisers and marketers need to broaden the spectrum, and create campaigns centered on more of the actual roles that men play
