Dr. Georgia Standish
October 1, 2010
What do the advertisements on television and in magazines say about the metrosexual movement in the USA?
Advertisers spend untold amounts of money and time to research and target men with their high end products for the “Metrosexual” and those on the verge of swaying to “metrosexuality”. “Metrosexuals” fall into one of the most sought after demographics for both television and magazine executives, that of males 18 to 40 years. They research trends in fashion and lifestyle, to determine the types of ads they will produce and how they will best target “metrosexuals” and those on the verge of “Metrosexuality”.
My husband is a “Metrosexual” who fully admits to the fact when friends and family call him the “Fancy Lad”. In fact he is proud of to be one, it shows that he thinks enough of himself to take the utmost care in his appearance. My husband didn’t always wear Lucky Brand Jeans, French cuff dress shirts, Steve Madden shoes, or go to the gym five days a week. He use to be more of a Levi’s, graphic T-shirt, and Adidas guy. A “metrosexual” is a man who uses hair products, body washes, gets manicures and pedicures, waxes his eyebrows, likes to shop and enjoys the finer things in life. The finer things in life include good watches, nice clothes, good liquor and living in a designed dwelling. My husband is not alone in his “metrosexuality”. Most of his friends and a lot of his colleagues fit the bill too.
The question might be asked, what flipped the switch in my husband to transform him from a regular guy to a “metrosexual” guy? I wasn’t sure myself at first, and then I started to pay attention to the commercials and advertisements on television programs aimed at men such as sports and SPIKE TV, and ESPN and in men’s magazines such as Men’s Health , QG, and even Maxim, all of which he watches and reads. These magazines and television programs are targeted at the demographic of...