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The evolution of advertising or the regression of man?

Regression of man?

What has happening to the way men are represented in ad land over the years?

Back in the seventies there was a trucker. He was all alone, on the road, manfully driving his beast of a lorry and delivering who knows what, who knows where, to who knows who – all to the jangling strings of a country and western soundtrack.

He was focused, he was motivated and he was eating a ‘milk chocolate brick’ – otherwise known as a Yorkie. It was keeping him going, one chunky mouthful at a time. It was his only true friend on the road. Each chunk was so satisfying; he was even left with some at the end of his journey. That was when men were men. We didn’t care what the road threw at us, so long as we had that chunky bar by our side.

By the noughties, women seemingly wanted what men had been enjoying for decades.

They wanted that milk chocolate brick themselves – or so we were told. They wanted the Yorkie Bar made from ‘big masculine chunks of chocolate’ – the bar that was ‘not for girls’. So, they disguised themselves as builders, put on false moustaches, adopted deep voices and even learned the offside rule, just to try and get hold of the bar that men have been enjoying for decades.

Fast-forward to today and men are still eating the Yorkie Bar. But this time there’s dramatic music and explosions going on all around. And what are we doing to deserve our favourite treat now? It’s got to be something heroic, something earth-shatteringly unselfish, something that only a man can do… Yes, that’s right; we’re carrying the shopping in from the car…

Women are now unimpressed. They don’t want our bar any more. They’re happy for us to eat what we like as long as we do our fair share of the household chores.

A good example of how times change and ads evolve with them, eh?


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