Relevant bibliographies by topics / Masculinity in advertising

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Masculinity in advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Masculinity in advertising"

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Saleem, Salman. "Consequences of cultural practices on advertising: Rethinking the role of individual’s values versus social norms for cross-cultural research." Journal of Governance and Regulation 9, no. 2 (2020): 103–11. http://dx.doi.org/10.22495/jgrv9i2art8.

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The study has contributed to the current debate on the significance of cultural referenced practices over self-reported values in the identification of culture (e.g., Fischer & Schwartz, 2011; Kirkman, Lowe, & Gibson, 2017). The study has examined whether there is a difference in the self-reported values versus cultural-referenced practices concerning masculinity and power distance. Also, which facet of masculinity and power distance, i.e., self-referenced and/or cultural referenced ratings predict the manifestation of such values in the advertising. The study has used a survey method
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Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach." Человек и культура, no. 4 (April 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.

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The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 – 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 – 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted
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Chang, Chingching. "Cultural Masculinity/Femininity Influences on Advertising Appeals." Journal of Advertising Research 46, no. 3 (2006): 315–23. http://dx.doi.org/10.2501/s0021849906060296.

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Kim, Jung Seek. "National Culture and Advertising Sensitivity to Business Cycles: A Reexamination." Journal of International Marketing 28, no. 4 (2020): 41–57. http://dx.doi.org/10.1177/1069031x20923310.

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The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the l
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Januário, Soraya, and António Cascais. "O corpo masculino na Publicidade: uma discussão contemporânea." Comunicação e Sociedade 21 (June 29, 2012): 123–48. http://dx.doi.org/10.17231/comsoc.21(2012).705.

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This article is intended to identify some characteristics of body exposure, particularly of the masculine in Advertising. The proposal is to analyze their portrayal by the advertising market. We will focus our research on issues related to body exposure and to the representation of masculinity. Through a content and semiological analysis, our intention is to understand the ways in which representations of masculinity are connected to body image appropriations. We will focus on the authors, and social and cultural tendencies that will enable us to clarify the paradoxes characteristic of this to
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Mishra, Suman. "Globalizing male attractiveness: Advertising in men’s lifestyle magazines in India." International Communication Gazette 83, no. 3 (2021): 280–98. http://dx.doi.org/10.1177/1748048521992498.

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This study examines the construction of new models of masculinity in men’s lifestyle magazine advertising in India. Using textual analysis of advertisements, the study shows how certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. These types of constru
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Zinkhan, George M., and Anne L. Balazs. "The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence." Journalism & Mass Communication Quarterly 75, no. 3 (1998): 535–47. http://dx.doi.org/10.1177/107769909807500308.

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The institution of advertising depends upon customer confidence. From both a managerial and a public policy perspective, it is important that customers have confidence in advertising as a reliable source of information about the marketplace. Here, we explored the cultural factors which affect customer confidence in advertising. Using a sample of sixteen European nations, we tested Hofstede's theory of cross-national values. In particular, we found that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence.
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Scheibling, Casey, and Marc Lafrance. "Man Up but Stay Smooth: Hybrid Masculinities in Advertising for Men’s Grooming Products." Journal of Men’s Studies 27, no. 2 (2019): 222–39. http://dx.doi.org/10.1177/1060826519841473.

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In this article, we address the question of how masculinities are constructed in advertising for the burgeoning market of men’s grooming products. We present findings from a thematic analysis of all grooming product advertisements found in Esquire magazine from 2011 to 2013. Based on the results, we emphasize the ways in which these ads construct “hybrid” and “flexible” masculinities through combining symbols and narratives relating to bodywork, power, heterosexuality, work, family, and nostalgia. While the constructions of masculinity we see in these ads are hybridized and flexible, we argue
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Mishra, Suman. "Looking westwards: Men in transnational men’s magazine advertising in India." Global Media and Communication 13, no. 3 (2017): 249–66. http://dx.doi.org/10.1177/1742766517734254.

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This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines ( Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to professional roles. The study discusses the emergence of class-based glocal masculinity that helps assimil
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Kervin, Denise. "Advertising Masculinity: The Representation of Males in Esquire Advertisements." Journal of Communication Inquiry 14, no. 1 (1990): 51–70. http://dx.doi.org/10.1177/019685999001400106.

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Dissertations / Theses on the topic "Masculinity in advertising"

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Kailing, Danielle W., and Peggy PhD Cantrell. "TRADITIONAL MASCULINITY & ADVERTISING IMAGE APPROVAL." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/honors/191.

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This project investigates the relationship between adherence to traditional masculinity and approval of selected advertising images. Because traditional masculinity includes characteristics supportive of aggression and dominance; I hypothesize that an increase in adherence to traditional masculinity will correlate with approval of the violence found in some print advertisements. Participants include 259 men who completed an anonymous, online, survey. Adherence to masculinity is measured using the Male Role Norm Inventory-Revised (MRNI-R) (Levant, et. al, 2007). Each picture is scored on a 5-po
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Harper, Savannah. "The Masculinity Masquerade: the Portrayal of Men in Modern Advertising." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc283789/.

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The depiction of gender in advertising is a topic of continuous discussion and research. The present study adds to past findings with an updated look at how men are represented in U.S. advertising media and the real effects these portrayals have on the male population under the theoretical framework of hegemony and social cognitive theory. This research is triangulated with a textual analysis of the ads found in the March 2013 editions of four popular print publications and three focus group sessions separated by sex (two all-male, one all-female), each of which is composed of a racially diver
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Cutler, Kristin A. "Multiple masculinities? : A content analysis of men in the print media." Online access for everyone, 2007. http://www.dissertations.wsu.edu/Thesis/Summer2007/K_Cutler_061807.pdf.

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Nowosenetz, Tessa. "The construction of masculinity and femininity in alcohol advertisements in men's magazines in South Africa a discourse analysis /." Pretoria : [s.n.], 2007. http://upetd.up.ac.za/thesis/available/etd-09302008-084418.

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Chesnut, Lauren. "Raising a monster army : energy drinks, masculinity, and militarized consumption." Bowling Green, Ohio : Bowling Green State University, 2010. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=bgsu1268945838.

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Kehnel, Steven C. "The commodification of masculinity within men's magazine advertisements with what and how do we make the man? /." Ohio : Ohio University, 2003. http://www.ohiolink.edu/etd/view.cgi?ohiou1070480473.

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Burton, Jack David. "'Fatherhood isn't easy like motherhood' : representing fatherhood and the nuclear family on popular television." Thesis, University of Edinburgh, 2011. http://hdl.handle.net/1842/25998.

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This thesis investigates the way in which tensions between the discursive dominance of the nuclear model and an acknowledgement of the plurality of family forms has been embodied in popular representations of fatherhood. Based on assumptions of gendered spheres of experience that define the domestic sphere as primarily ‘feminine’, fathers occupy an uncertain position within the discourse of the nuclear family. It is this ambiguous position, when contrasted with an assumption of their ultimate dominance, which creates confusion between the symbolic figure of the absent patriarch and the literal
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Gottschall, William Peter. "Reading the male body in advertising, re-imaging men, masculinity, and the male body in contemporary culture." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1999. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape10/PQDD_0022/MQ52056.pdf.

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Dawe, Melissa. "The Reception of Moderate Male Stereotypes in Androcentric Advertising: A Study on the Decoding of Subtle Representations of Masculinity." Thesis, Université d'Ottawa / University of Ottawa, 2015. http://hdl.handle.net/10393/32871.

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Commercial advertising often employs stereotyping in order to connect with the intended audience and appeal to the widest possible demographic. The gender binary of male and female is one of the most popular audience segmentations, therefore gender provides an excellent example for the study of stereotypes. This study focuses on the portrayal of male stereotypes in advertising, and seeks to explore how stereotypes of masculinity are represented in androcentric advertising, and understand how these stereotypes are perceived by men. It uses a reception study and Stuart Hall’s (1996) theory of en
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Kehnel, Steven C. "The Commodification of Masculinity Within Men’s Magazine Advertisements: With what and how do we make the man?" Ohio University / OhioLINK, 2003. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1070480473.

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Books on the topic "Masculinity in advertising"

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Men, media and masculinity. Kendall/Hunt, 1995.

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Pérez, Rubén Olachea. Hombría sombría: Representación mediática de la masculinidad. Editorial Praxis, 2008.

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Hombría sombría: Representación mediática de la masculinidad. Editorial Praxis, 2008.

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Pérez, Rubén Olachea. Hombría sombría: Representación mediática de la masculinidad. Editorial Praxis, 2008.

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Enlisting masculinity: The construction of gender in US military recruiting advertising during the all-volunteer force. Oxford University Press, 2012.

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Borstnar, Nils. Männlichkeit und Werbung: Inszenierung, Typologie, Bedeutung. Ludwig, 2002.

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Hard bodies. Lit, 2011.

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LaFrance, Edward. Men, Media, and Masculinity. 2nd ed. Kendall/Hunt Publishing Company, 2000.

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LaFrance, Edward. Men, Media and Masculinity. 2nd ed. Kendall/Hunt Publishing Company, 2000.

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LaFrance, Edward. Men, Media and Masculinity. 2nd ed. Kendall/Hunt Publishing Company, 2000.

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Book chapters on the topic "Masculinity in advertising"

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Padurano, Dominique. "“Dear Friend”: Charles Atlas, American Masculinity, and the Bodybuilding Testimonial, 1894–1944." In Testimonial Advertising in the American Marketplace. Palgrave Macmillan US, 2009. http://dx.doi.org/10.1057/9780230101715_8.

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Shaw, Ping, Yue Tan, Kwangmi Ko Kim, and Hong Cheng. "Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison." In Advances in Advertising Research (Vol. III). Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_21.

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Gee, Sarah, and Steven Jackson. "Globalisation, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship." In Sport, Promotional Culture and the Crisis of Masculinity. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-137-55673-8_5.

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Gee, Sarah, and Steven Jackson. "Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight’s Southern Man Advertising Campaign." In Sport, Promotional Culture and the Crisis of Masculinity. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-137-55673-8_6.

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Federici, Eleonora, and Andrea Bernardelli. "Masculinity and Gay-Friendly Advertising: A Comparative Analysis Between the Italian and US Market." In Queering Masculinities in Language and Culture. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-95327-1_3.

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Feasey, Rebecca. "Advertising: social life, social standing and sex." In Masculinity and Popular Television. Edinburgh University Press, 2008. http://dx.doi.org/10.3366/edinburgh/9780748627974.003.0012.

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"Gendered bodies: Representations of femininity and masculinity in advertising practices." In Marketing Management. Routledge, 2013. http://dx.doi.org/10.4324/9780203357262-32.

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Bogueva, Diana, and Ian Phau. "Meat Myths and Marketing." In Impact of Meat Consumption on Health and Environmental Sustainability. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9553-5.ch015.

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This chapter explores how marketing uses the creation and perpetuation of myths to reinforce demand for meat amongst mainstream consumers. It explores advertising misinformation including with regards the place of meat in our culture, its nutritional value, its association with affluence, masculinity and the benefits of small-scale production. The power of marketing is within the context of whether marketing has a role to play in decreasing rather than perpetuating meat-consumption.
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Jackson, Steven J., and Sarah Gee. "Contemporary Trends in Sport, Beer Advertising and Masculinity: New Zealand's Speight's ‘Southern Man’ 2.0." In Research in the Sociology of Sport. Emerald Publishing Limited, 2020. http://dx.doi.org/10.1108/s1476-285420200000014003.

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Hicks, Cheryl D. "“Hannah Elias Talks Freely”." In Black Sexual Economies. University of Illinois Press, 2019. http://dx.doi.org/10.5622/illinois/9780252042645.003.0004.

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The image of the buck or Mandingo, which has historically found expression in advertising, popular culture, science, news, law, and policy, effects a powerful purchase on our national psyche. The Mandingo’s figurative though sustained life illuminates the ways in which myths about black men’s bodies incite particular kinds of fantasies and instantiate specific relationships of power. Perhaps the most insistent archetype of black masculinity, the Mandingo has been mobilized by a number of actors, including black men who have sought to defy, appropriate, or reinvent the image. Framing black men as possessing a primitive, unquenchable, and even dangerous sexuality –a sexuality that thwarts prohibitions and demands containment– the Mandingo is an ideological construction invented by white heteropatriarchy to effectively police the racial-sexual border. Embedded in the Mandingo construct are potent opposing energies: racial hatred and racialized desire. How then does the mobilization of the Mandingo in contemporary cuckold pornography speak to the desire for and fear of black men as objects for pornographic consumption by white men and women? This chapter investigates the sexual economy of sub-cultural, amateur pornography in which black men are figured as BBC (big black cock) studs central to the fetishistic fantasies of white couples. Highlighting the multiple and mobile desires, relations, and labors evident in “cuckolding socialities”, this chapter looks at pornography as a market for black men’s sex work, and as a space of discipline and containment as well as of queer possibility.
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Conference papers on the topic "Masculinity in advertising"

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Özen Sevinç, Mürüde. "Masculinity Representations in Northern Cyprus Advertising: ‘Neydi Olacagi’ Field Study." In 7th International Conference on Gender Studies: Gender, Space, Place & Culture. Eastern Mediterranean University, 2019. http://dx.doi.org/10.33831/gspc19/514-522/33.

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Morales-Vivanco, Veronica, and Eliana Gallardo-Echenique. "The Emerging Discursive Characteristics of Masculinity to Represent Fatherhood in Advertising." In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2021. http://dx.doi.org/10.23919/cisti52073.2021.9476548.

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Rhode, Ann Kristin. "REDEFINING MALE BEAUTY: THE CULTURAL ENCODING OF MASCULINITY IN SOUTH KOREAN COSMETICS ADVERTISING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.11.05.01.

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