The Imperial Blue “Men Will Be Men” advertising strategy, as demonstrated in the “Rose” ad, uses humor and relatable, gender-specific stereotypes to connect with the target audience. In short, the strategy is: 1. Thematic Setup: Humorously depict a situation where a man’s focus and memory are selectively applied. In this ad, the man can recall and struggle to name a specific flower (“Rose”) to describe a restaurant to his friend. 2. The Punchline: He then immediately draws a blank and cannot rem
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