Capturing the Retrosexual

Scott Hardie | June 26, 2005
In the news: A study has shown three-fourths of men think that images of men in advertising are out of touch with reality. (link) Since (presumably) approximately half the men identify with the progressive metrosexual model, and the other half identifies with the more traditional masculine model (here called "retrosexual"), that means that some men in both groups feel under-represented.

To me, the reason is obvious. The metrosexual men in commercials have little or no gender identity of their own, and their advertising is based on the paradigm of advertising for women. They're not even being reached. On the other hand, the "retrosexual" man, who is being courted by those Carl's Jr. commercials we discussed not long ago, is portrayed as a boorish dolt, a gluttinous id who ogles women. How many men don't find this approach insulting? If advertising is going to reach either kind of man, it first has to define him in a flattering way.

I've discussed this here and elsewhere, but on this topic I'd like to mention how strongly I associate with the "retrosexual" model, and how glad I am that it's not considered extinct. I don't use hair care products beyond ordinary shampoo. I don't shave my face with any kind of fancy colored gel, just plain Barbasol cream. I don't whiten my teeth in any way. I don't coordinate my outfits. My underwear is still one color. I don't have either ear pierced, thank you. I shave my own head every few weeks, but even if I didn't, I still wouldn't set foot in a salon when I needed a trim. I can't grow a beard, but if I did, it would be the whole thing, not just the chin or a "soul patch" under the lower lip. The only tan on my body is on my forearms. My clothing is made of cotton and polyester. I own one pair of beat-up walking shoes and one pair of dress shoes to wear with my suit. If you see me wearing an unbuttoned button-down shirt on top of my T-shirt, it's because I'm covering up a stain. My wallet has never had a chain attached. I say these things because it makes me feel good to recite them, almost like a mantra, giving me strength against an encroaching threat of femininity in men's hygiene. As I recited the list, did you find yourself nodding in agreement, or shaking your head in disapproval? :-)

Jackie Mason | June 26, 2005
[hidden by request]

Scott Hardie | June 26, 2005
Again, they just don't get it. No man wants to look that way. And that store was a flop in a big city, not even somewhere remote and old-fashoned.