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Join Ptelier Complete Beauty Studio 5562 Drake Rood ihkake Summit Plaza Corner of Walnut & Drake 86 Friday, November 21, 1986 THE DETROIT JEWISH NEWS 661-1880-1 Tues., Wed., Sot. 8-5 Thurs 8-7, Fri. 8-6 Singled Out Continued from preceding page that some single people lead average and sometimes lonely lives." Imerman, who is divorced, believes advertisements can impact the way some singles view their lives. "I think those positive images affect singles in terms of their ex- pectations for life, relation- ships and careers. When things don't look for you the way they do in the media, you feel let down. You won- der, 'What am I doing wrong?' " Marcie Brogan, of Brogan Kabot Advertising in South- field, agrees that the problem results in part from the na- ture of the advertising busi- ness. "Advertising people are optimists," she says. "You wouldn't be in this business unless you thought the very best of things." She calls this optimism "a natural flaw of the business," and believes it is responsible for the ten- dency of many advertisers to glamorize single people. Brogan also suggests that some advertisers may be guilty of projecting their own lifestyles into their adver- tisements, rather than re- flecting an image that is representative of their audi- ences. "People in this busi- ness tend to be trendy and avante-garde," she says, add- ing that "many of them are well-paid. It is possible that some advertisers are assum- ing their lifestyle is represen- tative of the average con- sumer. Some of (the advertis- ers) aren't close enough to consumers to know what they're really like." But Brogan doesn't believe the actions of advertisers have any serious implications for societal perceptions. "I be- lieve that people are smart enough to look at an ad and, if it has application for their lifestyle, then possibly they will be influenced. But I don't think (singles) feel bad be- cause their lifestyle isn't as glamorous as what they see in the media. I think people look at an ad for what it is. People are smart enough to do that." Apparently, not all singles agree. Lillian Rosenberg of West Bloomfield believes that singles "feel guilty about not being as popular as they're portrayed in commercials," and says that the image proj- ected by advertisers is "com- pletely unnatural. The aver- age single person is not glamorous and doesn't have the most exciting lifestyle." Rosenberg, who is both di- vorced and widowed, blames advertisers for exploiting singles by playing off their desire to meet people. "We're told if we use a certain mouthwash, we'll be suc- cessful. (Advertisers) act as if singles are obsessed with being beautiful, popular and Ad-venturous." Single people; she `daYg,'afe . regarded 'as an . oddity by advertisers. "But," she adds, "single life is just as real and normal as mar- ried life." Marcie Margolis stands out as one single who feels quite differently about the image of singles in advertisements. Margolis, 26, of Livonia, said she feels that advertisers pre- sent a positive image of sing- les that she can readily iden- tify with. "I think advertisers present a good image, espe- cially for women," she says. "It's an image that the woman of the '80s can relate to." Margolis says that she can see aspects of her own life in advertisers' popular depiction of single women, "being successful in my career and being satisfied with my life." There are, however, those singles who feel that, far from reinforcing their lifes- tyles, advertisers contradict them by perpetuating stereotypes of male and female attitudes and roles. For some singles, these im- ages have had a strong im- pact on their social interac- tions. For Dolores Curiel, 44, of Farmington Hills, advertis- ers's stereotyes of "men on the make and women looking for a husband" have had at times an inhibiting effect on her willingness to meet other singles through social func- tions. Curiel, who is divorced, says, "That image sometimes makes me avoid going out to meet people, because I don't want to give the impression I'm like that. I feel very different from that image, and I don't want to be judged before I'm dealt with on an individual level." Jakob Burnstein, 43, of Southfield, has a similar complaint. He believes that the popular image of men as sexually aggressive affects both men's and women's per- ceptions of how they are sup- posed to behave. Burnstein says, "Men are discriminated against (in advertisements). Advertisers like to depict us as looking for a fast time, the chance to get lucky. Most of the time, we're just looking for a way to pass a lonely evening. "I think that image con- fuses a lot of men. It makes them feel they can't be sensi- tive. I'm sure it makes women a little defensive towards us, too. Whatever men are looking for, it's not necessarily a one-night stand. We're also looking for friend- ship and understanding." Short of asking that adver- tisers take a broader view of the single consumer, is there any way to improve the situ- ation? Some singles offer that the best advice is to look for you'r identity not—iti the but ynarself.