That is the conclusion of this article by Lakshmi Chaudhry, published by In These Times:
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 A stoic John Wayne has been replaced by the “metrosexual,” a man who is all about self-indulgence and defined almost entirely by his wallet.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.
For a related post, see here. And consider this post, arguing that we push hard to sexualize little girls before they're ready. We treat girls and boys in opposite ways in this respect.
What do they actually mean with "lad lit"? The first question that popped up in my mind was, do these guys really read? There are two movies I remember, "High fidelity" and "All about a boy", which if I remember right were both based on novels by the same author. Is that "lad lit"?
There is also a consistent and blatant emasculation of white males in commercials that would be unforgiveable if any ethnic minority or women were the target.
Fathers especially, are made to be the bufoon, disrespected by wife and children alike. Take note of how many commercials feature children rolling their eyes and sighing “Oh daaaaaad!” while the father looks on sheepishly. Dad can’t add, doesn’t know how to work a cell phone, is constantly putting his foot in his mouth and is generally clueless, all to the frustration and/or bemusement of the rest of his family. Mom has all the answers. There is one breakfast cereal commercial that I find especially grating in which the husband offhandedly mentions that the breakfast his wife is eating is low in fat. He is then made to squirm and backpedal under her withering gaze until he finally agrees to stop speaking entirely.
I am aware these ads are meant to be humorous and often contain a grain of truth, but it’s just far too often for my taste that dad is the butt of the joke. There is no other group that could be treated this consistently poorly without an outcry.
Projektleiterin, both of those books are by Nick Hornby, and they are probably what's meant by "lad lit," though it seems like in both cases the theme was the lad finally growing up in some way.
I agree that Madison Ave. works by keeping people insecure, but I have doubts about the metrosexual well-groomed man as a new phenomenon. In the '30's and 40's men used lots of hair products, and a man could pick out a well-cut suit and tilt his fedora just so without his masculinity being questioned. They even wore silk stockings with garters, for gosh sakes, albeit below the knee.
Oh boy, as a single past her twenties I'm starting to worry now. And the comments from the guys don't make it much better either. I find most of their comments to be very immature or bitter, which means, the choice is automatically quite reduced.
http://women.timesonline.co.uk/tol/life_and_style…
My theory is that once they invent a pill against menopause, the world will go down the gutter. I think women are just a bit more sensible, because they have this biological clock ticking.