'Macho' ads driving men and women from brands: study
A new study on car advertising suggests some brands are far too macho in how they promote their products.
The in-depth study claims it found a "huge disconnect" among women and men as a result.
In effect, it claimed that macho advertising is driving people away.
The only thing is - and it is purely anecdotal - but I would have thought that the vast majority of ads I see, on TV especially, are targeted at families.
But the research insists it found a substantial 92pc of consumers felt it was "too masculine".
And as many as 77pc of women said they were put off buying as a result.
Conducted for Auto Trader, the research says that 87pc feel "increasingly disconnected from car marketing".
Almost three-quarters (73pc) argue that car adverts "personify gender stereotypes or are directed to appeal exclusively to men".
Half (52pc) felt all industries, not just motoring, had "hyper-masculine adverts" that they found "patronising".
It goes on and on.
But is it the case in Ireland?
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