When it comes to underwear models, it might surprise you to learn that not all men are a fan. Indeed, many men may find these scantily clad models rather unappealing, if not off-putting. But why is this? Why don’t men generally like seeing underwear models in advertising campaigns or on billboards? In this article we’ll explore the reasons why men don’t like underwear models and highlight what advertisers can do to make underwear models more appealing. We’ll also glance at the way in which these models have been depicted over the years in a more homoerotic and graphic way. So, if you’re wondering why men don’t like underwear models, this article is for you.
Table of Contents
- 1. Why Men Dislike Underwear Models
- 2. An Insight into Men’s Disdain for Underwear Ads
- 3. How Brands Can Redefine the Male Customer Relationship
- 4. Re-evaluating the Male Viewer’s Perspective on Intimate Apparel Ads
- Q&A
- In Summary
1. Why Men Dislike Underwear Models
What Do Men Dislike About Underwear Models?
- Lack of Representation & Gender Nonconformity – Most models used in underwear advertising are white cis-het males, meaning that a lot of people are excluded from this type of representation. For example, many gay and trans men would love to see underwear models in campaigns that are more inclusive of their representations.
- Body Stereotypes – Too often in underwear campaigns, models are presented with body types that focus heavily on size and body shape. This is rather unfair to men who don’t necessarily fit the ideal body type or size that the underwear companies have chosen to promote.
- Sexualized Messages – Some underwear campaigns use sexual messages to sell their product which can make many men uncomfortable or be seen as inappropriate for certain age groups.
What Can Be Done to Improve Men’s Attitude Towards Underwear Models?
- Include Different Body Types – Instead of the same type of “ideal” body shape/size, underwear brands could improve how men think of models and representation by including more diverse body types in their campaigns.
- Focus on Comfort & Quality – Underwear campaigns should focus more on the comfort and quality of the product, not just the look of the model showcasing the underwear.
- Be Mindful of Sexualized Messages – Brands should be mindful of the messages their campaigns send and if they are not appropriate for certain age groups.
2. An Insight into Men’s Disdain for Underwear Ads
The taboo of modern underwear adverts
These days, it’s hard to flop in front of the TV or open a magazine without encountering a provocative underwear advertisement. Gone are the days when men’s briefs graced the front page of ‘Playboy’ – now a much more explicit sight awaits us in the form of briefs, boxer briefs and even jockstraps.
But, despite the confidence with which many brands are now representing their underwear lines, not all men are comfortable with the modern market. The idea of associating seduction with underwear makes some guys shudder at the thought! Many still see the traditional white briefs as being a safe haven – a place where sexuality should not enter.
The non-sexual approach to men’s underwear
The fact is, not everyone is turned on by the sight of a beautifully seductive advert for briefs - it’s time to recognise that men can appreciate underwear without the sexualised ideals of modern marketing. Take the natural beauty and comfort of traditional white briefs – boxers too. While the design may not be as revealing on the body, they are just as appealing and practical when it comes to active lifestyles.
The irony of modern stores stocking only a select range of brief styles, in flashy colours and textures, means that we could be missing out on the real reason for men choosing underwear – comfort. It’s up to us to recognise that while you can find attractive underwear out there, there are also plenty of other options available which won’t make you squirm from embarrassment!
3. How Brands Can Redefine the Male Customer Relationship
Reimagining the Male Customer Relationship
In modern society, male brands and customers often have a strained relationship. To break the status quo, brands must rethink their strategies when it comes to building relationships with their customers.
- Try to align customer expectations with the brand across all communication channels.
- Give customers a chance to provide feedback in real-time to help improve their experience.
- Treat customers as if you’re dealing with old friends, be engaging and approachable.
In a world where women often dominate the consumer market, it can be difficult for male brands to keep up with expectations. To make customers feel valued and raise customer loyalty, brands should focus on how they can make the customer feel desired and important. Innovative strategies, such as portraying sexy ad campaigns and adding complimentary gifts when shopping can help make customers feels like they’ve made the right choice. Additionally, being part of a larger community, such as creating virtual events or having brand ambassadors, helps create a more personal atmosphere between customers and the brand.
In order to succeed, brands must ensure that they are creating positive experiences and personalize campaigns to fit their individual customer base. A strong customer relationship can help boost brand loyalty and refresh the male customer relationship as a whole.
4. Re-evaluating the Male Viewer’s Perspective on Intimate Apparel Ads
Let’s Rethink Intimate Apparel Ads
- From Calvin Klein to 2(X)IST, men’s underwear and apparel industry has come under scrutiny and criticism for their eroticized advertising models.
- But while women’s intimate apparel brands have gotten away with risqué campaigns for some time now, the male counterpart has always been considered tacky, objectifying and promiscuous.
It’s high time we reworked our perception of male ads for intimate apparel. For starters, it’s important to remember that feeling sexy should be embraced by all genders. Everyone should be free to explore and express their own unique style without shame and judgment.
What’s more, the images we see in man-specific ads should be an empowering inspiration to the male viewers. It should also encourage men to feel capable of confidently owning their sensual side without feeling sexploited. Intimate apparel can be a great way to build self-acceptance and leave men feeling liberated and confident. After all, everyone deserves the right to feel sexy regardless of gender, ethnicity or orientation.
In Summary
It is clear that while men may not prefer the idealized images of underwear models, they can appreciate the beauty of these models in their own way. Whether through admiration of their physical form or by simply appreciating the fantasy of it, men have plenty of ways to find appreciation in male underwear models. Ultimately, it comes down to the individual and individual preference.
