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Ads say real men don't eat tofu.(up front)
Call them "manvertisements": ads suggesting that men shun healthful foods--or that men must have meat, and lots of it.
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In a Hungry Man ad seen on TV at press time, a self-professed "hungry man" says, "Basically, I'm a bottomless pit" as he eyes a 1-pound fried-chicken dinner. A trio of additional ads airing within the past year or so have had a similar theme. In an ad for Burger King's Texas Double Whopper, men marched to a parody of the song "I Am Woman," singing, "Wave tofu bye-bye; now it's to Whopper beef I reach." A commercial for T.G.I. Friday's featured men ordering "Beef!" "Ribs!" and poking fun at a guy who praised a vegetable medley. In a Hummer H3 spot, a tofu-buying man in a grocery line, shamed by a meat-buyer behind him, bought a Hummer. The tagline: "Restore your manhood" (later changed to "Restore the balance," according to a rep).
Bob Garfield, columnist for the trade publication Advertising Age, says such ads signal a backlash against healthful-eating messages--and you're likely to see more of their ilk. "There is a ...
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