FTA-TV Advertising: Fat, beardy losers

[swingdog]

Has anyone else noticed this?

The average Australian male in advertisements now seems to be a fat, beardy loser. Especially noticeable in beer, insurance and betting ads.

Is this just who we are now? What’s the thinking behind it?

 

[Sqotty from office works]

Has anyone else noticed this?

The average Australian male in advertisements now seems to be a fat, beardy loser. Especially noticeable in beer, insurance and betting ads.

Is this just who we are now? What’s the thinking behind it?

Makes the new Australian feel part of the fabric of the country.
Ubiquitous to all commercials.
Fat boy
Red Head
Spring Head.
Gay person
African person.
Freckles.
Fat Aussie.

 

[swingdog]

Makes the new Australian feel part of the fabric of the country.
Ubiquitous to all commercials.
Fat boy
Red Head
Spring Head.
Gay person
African person.
Freckles

I get broader representation from an advertiser's POV, but am curious about the framing of men in particular as fat, beardy losers.

 

[WCErevival]

Well most guys in Australia are overweight so it probably represents the average guy.

 

[Rod Stroker]

Just appealing to their target audience

 

[Zamplol]

Has anyone else noticed this?

The average Australian male in advertisements now seems to be a fat, beardy loser. Especially noticeable in beer, insurance and betting ads.

Is this just who we are now? What’s the thinking behind it?

Got a gut? Shake it off

Can't confirm the loser part, but fat and (terrible) beardy is a lock

 

[GROTTO]

Well most guys in Australia are overweight so it probably represents the average guy.

In 2017–18, 2 in 3 (67%) Australians aged 18 and over were overweight or obese (36% were overweight but not obese, and 31% were obese). That’s around 12.5 million adults.

Men had higher rates of overweight and obesity than women (75% of men and 60% of women), and higher rates of obesity (33% of men and 30% of women).

Overweight and obesity, Summary

Overweight or obesity is the second leading risk factor (after tobacco use) for many preventable chronic conditions, such as heart disease, some cancers and type@2 diabetes. More Australians in...

www.aihw.gov.au

Not just the average guy, the overwhelming majority of men. I would say surely since the pandemic, that is probably close to 80% now.

 

[swingdog]

I think that's all true but it's curious that advertising used to be aspirational - "do this and look like this".

Now, it's "bet with us and yes, you too can be a fat, beardy loser hanging round with your equally lower mates in your 30s".

 

[No Quarter]

I think that's all true but it's curious that advertising used to be aspirational - "do this and look like this".

Now, it's "bet with us and yes, you too can be a fat, beardy loser hanging round with your equally lower mates in your 30s".

Ever done much research on how marketing works....?

 

[swingdog]

Ever done much research on how marketing works....?

Yes but mainly in healthy behaviors. That’s where idealization plays an important part.

So, why this approach? I’m genuinely curious

 

[No Quarter]

I would say that relatability would be just as important as idealisation

 

[swingdog]

I would say that relatability would be just as important as idealisation

Suggests that’s how we are and the obesity stats back that up. Depressing.

Also, from a health perspective, it normalises obesity and thus contributes to more fat bastards.

 

[BlakeyNoFlakey]

We've just gone through Christmas. It was the time of year for fat guys with beards. But, joking aside, I really haven't noticed it. They have all kinds of people in ads, they don't all have to be models. Get a life.

 

[swingdog]

We've just gone through Christmas. It was the time of year for fat guys with beards. But, joking aside, I really haven't noticed it. They have all kinds of people in ads, they don't all have to be models. Get a life.

Really?

Someone makes an observation and you tell them to "get a life"?

 

[ioppolo]

Have you seen men 20-40 now?
They certainly have that fat, beardy loser look.
I'm just a beardy loser who drinks.

 

[The Dice Man]

I know from my own experience from when I was last in Australia (summer 18/19) I was surprised how many fat people there were around, it seemed everyone was either fat, or roided up. Also of note was how sweet the food was, from prepackaged supermarket salads, to restaurant meals.

 

[Zamplol]

Have you seen men 20-40 now?
They certainly have that fat, beardy loser look.
I'm just a beardy loser who drinks.

 

[Zamplol]

I know from my own experience from when I was last in Australia (summer 18/19) I was surprised how many fat people there were around, it seemed everyone was either fat, or roided up. Also of note was how sweet the food was, from prepackaged supermarket salads, to restaurant meals.

You sure this wasn't California you're referring to

 

[Alberto_Magnifico]

As pointed out target audience, and possibly also partly because the fat beardy loser is a less threatening and safe image to be associated with and not symbolic of toxic masculinity that society is so obsessed with denouncing atm.

 

[dumb]

Not as easy to portray females as the butt of jokes you have in your ads.
Free to air prime time is mostly female-oriented fodder and the ads that you can expect go with it.