Chicho sent in a link to an interesting ad campaign from the Agency for Healthcare Research and Quality and the Ad Council. The campaign’s tagline is Real Men Wear Gowns:
According to the website, “Real Men Know the Facts” about heart disease.”
As Chicho points out, it’s one of those rare examples we see of ads trying to undermine stereotypical masculinity rather than play it up: there’s still the idea of being a “real man,” but instead of associating that with rugged individualism or risk-taking (or eating high-fat bacon burgers while drinking a beer as you sit in your Dodge truck), here being a real man means taking care of yourself, going to the doctor regularly, and taking care of your family by staying healthy.
Thanks, Chicho!
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
Comments 2
Cbanman — March 17, 2009
I think that the idea that it is normal for men to go to the doctor is pointed out. But i am not sure about the ad it self. It seems a little weird to watch men running around wearing gowns. I know that it is important for the men watching to see that it is normal but seeing the man in the gown in the doctors office was enough for me.
macon d — March 18, 2009
I think it does good work in undermining masculine norms.
I hope it's not off-topic to ask--how could something like this work in racial terms? Are there any ads that undermine the identity norms of whiteness? I'd very much like to see any examples.