That is the conclusion of this article by Lakshmi Chaudhry, published by In These Times [1]:
But where “lad lit” authors disguise the dumbing-down of adult masculinity with witty prose, advertising executives are less subtle. Commercials for cell phones, fast food, beer and deodorants offer up an infantilized version of masculinity that has become ubiquitous since the rise of “lad” culture in the ’90s. These grown men act like boys—and are richly rewarded for it.
In his upcoming book, Guyland, Sociologist Michael Kimmel argues that it is not good business for men to grow up:
To be grown up is to be settled, comfortable, stable, responsible, and secure,” Kimmel says. “Those are bad conditions for advertising, which depends on our sense of insecurity, anxiety, and incompleteness.” . . . A stoic John Wayne has been replaced by the “metrosexual,” a man who is all about self-indulgence and defined almost entirely by his wallet. At the beauty salon, designer boutique or exclusive health club, a metrosexual spends, therefore he is.
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