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Introduction

  • Aileen O’Driscoll
Chapter

Abstract

On the day that I interviewed Pauline, an advertising art director, who told me that her male creative director ‘hates the way men are always or quite often perceived to be the bumbling idiot in ads next to the woman …who is the smart, logical one’, the comment was significant for the fact that it mirrored a belief expressed by a number of the advertising students who participated in this study, and who likewise felt that advertising’s representation of men has become increasingly problematic. Indeed, these students referred to the trend of misandrist advertising as one of notable concern. Such a conviction, among others, clearly warranted closer scrutiny.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Aileen O’Driscoll
    • 1
  1. 1.Dublin City UniversityDublinIreland

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