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The Future Of Men (Anglais) Relié – 26 août 2005

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Book by Salzman Marian Matathia Ira OReilly Ann

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Commentaires client les plus utiles sur (beta) HASH(0x954fbf00) étoiles sur 5 10 commentaires
15 internautes sur 15 ont trouvé ce commentaire utile 
HASH(0x9551bb04) étoiles sur 5 Skirts the Issues 30 novembre 2005
Par Jonah - Publié sur
Format: Relié
This had potential, but ultimately doesn't deliver. The authors do a fairly good round-up of how men have been consistently portrayed as bumbling idiots in advertising, and how that isn't really flying that well with male consumers. (Wow, what a surprise!) Things are indeed changing. However, they drop the ball when they attempt to come up with the hip definition of the "new male," what they call the ubersexual. They spend only a paltry few pages on what they believe this new trend actually is, and clearly show they are out to lunch on the topic. Advice for the authors: talk to real men who don't work on Madison Avenue, and stop relying on yesterday's market surveys. Is this why advertisers still don't get it when it comes to men ages 18-34? Yes.
12 internautes sur 13 ont trouvé ce commentaire utile 
HASH(0x9551bf0c) étoiles sur 5 The lack of insight is startling 14 décembre 2005
Par Analog Bubblebath - Publié sur
Format: Relié
I worked with two of the authors at their former ad agency, Euro RSCG. Given the thousands of hours they have spent in consumer focus groups, I was amazed and ultimately annoyed by how stultifying obvious many of their "observations" are. If a marketer actually finds this book useful, his company is in a ton of trouble.
10 internautes sur 13 ont trouvé ce commentaire utile 
HASH(0x9551bf84) étoiles sur 5 Pointless 17 octobre 2005
Par Vanessa Clark - Publié sur
Format: Relié
Why must we always have to re-define men and put them into a certain category? And what purpose does it have? This book, just like the whole idea of creating new words to define men such as "meterosexual" and "ubersexual", is pointless and a lame attempt for somebody to get money and coin a silly name that won't do much of anything to how men look at themselves in general.
1 internautes sur 1 ont trouvé ce commentaire utile 
HASH(0x95520330) étoiles sur 5 Future of Men looks bleak, indeed. 7 janvier 2007
Par D. A. Krolak - Publié sur
Format: Broché
This has to be the most disappointing book of its type. The authors seem to miss the point on men (18-34) all together & make some rather conflated claims. A year later & still no real sign of the Ubersexual, he doesn't exist, and much like Ms Salzman's study of the youth market - it seems she is well out of her reach here, not understanding in a sound & solid way what changes are actually occurring in the world today.

Further to this, as someone working in the interactive media realms, and advertising in a much more effective way to a key demographic the authors think they are defining - I agree with the Spotlight reviewer - if you are buying this as an aid, you & your agency are in trouble, if you are buying it to see the confabulated claims of "so-called" Populizer (sic - see her website) of Buzzwords and how traditional Madison Avenue misses the mark, unless you are buying it used at $1.13 - you're getting ripped off.
1 internautes sur 1 ont trouvé ce commentaire utile 
HASH(0x95520468) étoiles sur 5 Easy read on the status of modern men 22 février 2007
Par Rolf Dobelli - Publié sur
Format: Relié
This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
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