[Tango-L] Masculine Tango TV Commercial

[Tom Stermitz]

Women have a different learning process than men.

They also have a different fantasy about dancing than the men.  
Frequently women like the idea of performing, whereas most men are  
truly terrified of it. So, I think tango or even dance in general is  
marketed wrong, starting with the TV shows like "Dancing with the  
Stars", which presents a FEMININE appeal, not a masculine appeal.

The feminine dance fantasy is to be swept of her feet by a dashing  
and skillful leader. Maybe she is nervous or terrified, but he is so  
competent that he takes care of the movement and the dancing. One  
could argue that women can learn without going to beginner  
classes.... except for other issues like, who are they going to dance  
with, and the fact that the women also have to make the dance work.  
In fact, I notice a lot of women quit group classes at the  
intermediate level, preferring to learn from competent or semi- 
competent guys at the milongas.

Retention of the men means,
  (1) First dance class experience is a success.
  (2) First 6-week series is a success.
  (3) Entry into the community (dances) is a success

(I once had a wife tell me her husband was forced to walk backwards  
with another guy for the whole first hour of tango class. I probably  
don't have to tell you that he never went back.)



PSYCHOLOGY and MOTIVATION.

So, what would a masculine TV Commercial look like? What does the  
beginner guy imagine as he stumbles into his first tango class?

Most men come to tango with the goal of impressing the ladies and  
feeling so competent and confident that when an attractive woman is  
standing in front of them, he will know what to do. For normal,  
beginner guys this is a daunting and challenging experience; giving  
the men the "gift of feeling successful" is extremely confidence  
building. it is a kind of "power", not in the power-over, but in the  
power-capability sense.


MASCULINE TANGO TV COMMERCIAL

Let's imagine casting a tango TV commercial to appeal to the NON- 
DANCING MAN'S FANTASIES. I wouldn't fill it with ganchos and boleos.  
I certainly wouldn't put him under the lights on stage with all these  
people watching. Imagine an intimate, cafe with couples sitting  
comfortably at tables, and a few dozen couples on the floor. (Let's  
call it a typical Milonga in Denver). They are wearing casual party  
clothes, not a suit or tuxedo (that would get back to the feminine  
fantasy).

I'd focus in on the face of one couple, with the woman smiling  
admiringly at the man, perhaps laughing at some witticism. Music  
starts, he smiles confidently, takes her into his arms and glides  
effortlessly around the room with her. Maybe he throws in a couple  
cool moves (camera on the feet doing a couple ochos), and she smiles  
again. See how this is ANTI Dancing with the Stars, which is all  
about flashy, fast moves, being on stage, and athletic, dramatic  
movements?


MATCH BEGINNER CLASS TO THE MASCULINE DANCE FANTASY

The key psychological elements for the men are confidence,  
competence, ease, admiring lady, movement through space, "knowing  
what to do". (Yes, 4 of 6 are pretty much identical)

That is the experience I try to give beginner guys, and why I don't  
use long sequences.
  - Start with his ability to walk. (Movement)
  - Give him three or four short sequences. ("Steps", aka "what to do")
  - Show how they can be swapped back and forth (improvisation)
  - Show how they can take him around the room (Navigation)
  - Show how they fit the rhythm and phrasing of the music. (Feels  
right)

The last point about musicality is my other key idea, which is  
wrecked as soon as you try to use longer sequences.

Moving effortlessly feels right IF AND ONLY IF the movements (short  
sequences) correspond to the musical phrasing, meaning movement is  
initiated on the strong beat, and movement resolution matches musical  
resolution. It is like breathing or singing, you have to have commas  
and periods in your movement, or you get  
onelongunendingmushofasentencewithnocommasorperieodsorplacestobreathe.




Tom Stermitz
http://www.tango.org
2525 Birch St
Denver, CO 80207