The image/perception of IT

You see a guy who looks like that, and computers, you think aha I bet he can set up my printer.

I ceased to bother what advertisers 'think' a long time ago. Otherwise I'd be using hair colour, a malignant melanoma bed, daubing fat on my face and walking about in my undies, smelling of flowers and talking french....

Pour l'homme....

Peer at that image through your bottle bottoms for a bit, and you'll realise they haven't done us such as bad deal after all. :D

They convey an idea. In some cases, quite effectively. When someone asks what I do for a living, I seldom say "I'm an applications developer", I say "I'm a computer geek." The former is more accurate, the latter better understood by the average non-tech.

If I'm turned down for a job because I don't wear thick glasses or a pocket protector, I'll worry about it. Until then, the common perception means that a) I'm seldom pressured to attend work parties b) I can wear jeans and a nice shirt and not get hassled for failing to appear professional.

It made you remember the advert/product, so the advertising company has done it's job.

But I agree, the "geek/nerd" stereotype is getting a little stale now. Do we need to change the stereotype image? We could do, but what would be the point? No-one would remember the product, so advertisers wouldn't pick up on the new image.

All male images in the advertising arena are derogatory towards men anyway, so chaging one wouldn't make a difference.

Technical adverts: Always portray men as either skinny geeky nerds with thick horn-rimmed glasses, or fat hairy sweaty blokes with personality problems.

Shopping adverts: The man is either following the wife around and hasn't a clue what's going on. Or they're on their own, again clueless, and need help from anyone who's available.

Cleaning products: "Mr Muscle", I think that speaks for itself, or again it's some clueless bloke who doesn't know one end of a toilet brush from the other.

Everything else: It's some 6ft2 bronzed adonis, with hair only on his head, drinking Diet Coke after saving a kitten from a tree whilst changing a wheel on a Nun's minibus after helping several old ladies across the road. I don't think any of us can compete with that!

Sexism in advertising? How about male stereotyping.