Stop the battle

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Andrew HN Gray (Letters, 1 August) is absolutely right to complain about advertisements that depict men as being “stupid, malingering and clueless”.

Advertising agencies and their clients spend fortunes on market research, and 
are unlikely to put out adverts unless they believe they will appeal to the right people.

It is therefore disturbing that their research has told them people will buy products if they stir up this new-look battle of the sexes when, more than ever, we need to be co-operating.

Angela Innes