Unlike women who sit close to, and look directly at, each other when speaking, men do anything but partake in a real face-to-face discussion. You might say this is part of the same guy code that enforces the urinal rule that men are hell bent on following. Either way, this is how men interact with each other in real time, and showing them engaged in conversation in any other way will appear inauthentic in print or TV ads targeting men even if the men viewing them cant verbalize why.
*Deborah Tannen
