Renuzit Goes After Market Share by the Hunk

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The New York Times:

The ad campaign for Renuzit Air Freshener, by an agency in Philadelphia named Red Tettemer & Partners, is centered on gorgeous images: buff young men who are either shirtless or have opened their shirts to reveal chiseled midsections.

The jest is that Renuzit Fresh Accents is as gorgeous as the models because it is, the print, online and outdoor ads declare, “the first air freshener designed to look as great as it smells.”

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The ads carry headlines like “Look at this gorgeous air freshener next to this gorgeous man” and “Now that is gorgeous and the man is not so bad either.”

The campaign is an example of a more recent trend, in which marketers take a tack that may be described as “turnabout is fair play”: After decades of objectifying women to peddle products, Madison Avenue is now doing the same with men.

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“We didn’t set out to objectify men, but you always see gorgeous women” in ads because those responsible for creative tasks at agencies will say, “‘There’s a hot woman, so guys will pay attention.’”

“I’m an equal opportunity objectifier,” [Steve O’Connell, partner and executive creative director at Red Tettemer & Partners] says, laughing.

READ THE REST OF THE STORY HERE!

 

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5 COMMENTS

  1. The difference between objectifying men as opposed to women is ….who is going to complain. When it is women being used as sex symbols it is other women that get on their soap boxes and scream how sexist it is. When it is a male body being shown….the women apreciate it, the gay/bi population appreciate it and the str8s just wish they could have the body of the models so they too could be objectified!

  2. There is so much more to “objectify” in or on a fine looking man.I say it’s about time.Just do it

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