The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions
By: Toms Kreicbergs
References
- Alexander, S. M. (2003). Stylish hard bodies: Branded masculinity in men's health magazine. Sociological Perspectives, 46(4), 535–554. https://doi.org/10.1525/sop.2003.46.4.535
- Bellizzi, J. A., & Milner, L. (1991). Gender positioning of a traditionally male-dominant product. Journal of Advertising Research, 31, 72–80.
- Birch, P., Baldry, E., & Hartley, V. H. (2017). Procuring sexual services: Evidencing masculinity diversity and difference through sex work research. Sexuality and Culture, 21(4), 1106–1119. https://doi.org/10.1007/s12119-017-9439-5
- Branchik, B. J., & Chowdhury, T. J. (2012). Self-oriented masculinity: Advertisements and the changing culture of the male market. Journal of Macromarketing, 33(2), 160–171. https://doi.org/10.1177/0276146712463823
- Brownbill, A. L., Miller, C. L., & Braunack-Mayer, A. J. (2018). The marketing of sugar-sweetened beverages to young people on Facebook. Australian and New Zealand Journal of Public Health, 42(4), 354–360. https://doi.org/10.1111/1753-6405.12801
- Cheng, C. (1999). Marginalized masculinities and hegemonic masculinity: An introduction. Journal of Men's Studies, 7(3), 295–331. https://doi.org/10.3149/jms.0703.295
- Coad, D. (2008). The metrosexual: Gender, sexuality, and sport. The State University of New York Press.
- Connell, R. (2014). The study of masculinities. Qualitative Research Journal, 14(1), 5–15. https://doi.org/10.1108/QRJ-03-2014-0006
- De Meulenaer, S., Dens, N., De Pelsmacker, P., & Eisend, M. (2019). How consumers' values influence responses to male and female gender role stereotyping in advertising. International Journal of Advertising, 37(6), 893–891. https://doi.org/10.1080/02650487.2017.1354657
- Eisen, D., & Yamashita, L. (2019). Borrowing from femininity: The caring man, hybrid masculinities, and maintaining male dominance. Men and Masculinities, 22(5), 801–820. https://doi.org/10.1177/1097184X17728552
- Franz-Balsen, A. (2014). Gender and (un)sustainability – Can communication solve a conflict of norms? Sustainability, 6(4), 1973–1991. https://doi.org/10.3390/su6041973
- Gee, S. (2014). Bending the codes of masculinity: David Beckham and flexible masculinity in the new millennium. Sport in Society, 17(7), 917–936. https://doi.org/10.1080/17430437.2013.806034
- Ging, D. (2013). Men and masculinities in Irish cinema. Palgrave Macmillan. https://doi.org/10.1057/9781137291936
- Ging, D. (2019). Alphas, betas, and incels: Theorizing the masculinities of the manosphere. Men and Masculinities, 22(4), 638–657. https://doi.org/10.1177/1097184X17706401
- Hirschman, E. (2003). Men, dogs, guns, and cars – The semiotics of rugged individualism. Journal of Advertising, 32(1), 9–22. https://doi.org/10.1080/00913367.2003.10601001
- Hupfer, M. (2002). Communicating with the agentic woman and the communal man: Are stereotypic advertising appeals still relevant? Academy of Marketing Science Review, 3, 1–15.
- Jaffe, L.J., & Berger, P. D. (1994). The effect of modern female sex role portrayals on advertising effectiveness. Journal of Advertising Research, 34(4), 32–42.
- Jaffe, L.J. (1990). The effect of positioning on the purchase probability of financial services among women with varying sex-role identities. In M. E. Goldberg, G. Gorn, & R. W. Pollay (Eds.), NA – Advances in consumer research, 17, (pp. 874–881). Association for Consumer Research.
- Khan, M. (2006). Consumer behaviour and advertising management. New Delhi: New Age International Publishers.
- Kimmel, M. (1996). Manhood in America: A cultural history. The Free Press.
- Kimmel, M. (2006). Manhood in America: A cultural history (2nd ed.). New York: Oxford University Press.
- Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). London: Pearson.
- Krueger, R.A. (2015). Focus groups: A practical guide for applied research (5th edition). Thousand Oaks: Sage Publications.
- Lalancette, M., & Cormack, P. (2018). Justin Trudeau and the play of celebrity in the 2015 Canadian federal election campaign. Celebrity Studies, 11(2), 157–170. https://doi.org/10.1080/19392397.2018.1497519
- Magaraggia, S., & Cherubini, D. (2017). Beyond bruised faces and invisible men? Changes in social advertising on male violence against women in Italy. Feminist Media Studies, 17(3), 440–456. https://doi.org/10.1080/14680777.2016.1234500
- Månsdotter, A., Lundin, A., Falkstedt, D., & Hemmingsson, T. (2009). The association between masculinity rank and mortality patterns: a prospective study based on the Swedish 1969 conscript cohort. Journal of Epidemiology and Community Health, 63(5), 408–413. https://doi.org/10.1136/jech.2008.082628
- Marczyk, G., DeMatteo, D., & Festinger, D. (2005). Essentials of research design and methodology. Hoboken: John Wiley & Sons.
- McCormack, M. (2011). Hierarchy without hegemony: Locating boys in an inclusive school setting. Sociological Perspectives, 54(1), 83–101. https://doi.org/10.1525/sop.2011.54.1.83
- Montemurro, B., & Riehman-Murphy, C. (2019). Ready and waiting: Heterosexual men's decision-making narratives in initiation of sexual intimacy. Men and Masculinities, 22(5), 872–892. https://doi.org/10.1177/1097184X17753040
- Orth, U. R., & Holancova, D. (2003). Consumer response to sex role portrayals in advertisements: Effects of incongruity and prejudices on emotions and attitudes. Journal of Advertising, 32(4), 77–89. https://doi.org/10.1080/00913367.2003.10639144
- Oswald, L. (2007). Psychoanalysis and advertising: Positioning the consumer in advertising discourse. The University of Illinois.
- Pollack, B., & Todd, J. (2017). Before Charles Atlas: Earle Liederman, the 1920s king of mail-order muscle. Journal of Sport History, 44(3), 399–420. https://doi.org/10.5406/jsporthistory.44.3.0399
- Putrevu, S. (2004). Communicating with the sexes: Male and female responses to print advertisements. Journal of Advertising, 33, 51–62. https://doi.org/10.1080/00913367.2004.10639168
- Robinson, S., White, A., & Anderson, E. (2019). Privileging the bromance: A critical appraisal of romantic and bromantic relationships. Men and Masculinities, 22(5), 850–871. https://doi.org/10.1177/1097184X17730386
- Rogers, N. (2019). Holding court: The social regulation of masculinity in university pickup basketball. Journal of Contemporary Ethnography, 48(6), 731–749. https://doi.org/10.1177/0891241619827369
- Lee, S.H., & WorkmanJ. (2020). How do face consciousness and public self-consciousness affect consumer decision-making? Journal of Open Innovation: Technology, Market, and Complexity, 6(4), Article 144. https://doi.org/10.3390/joitmc6040144
- Salzman, M., Matathia, I., & O'Reilly, A. (2005). The future of men. Palgrave Macmillan.
- Scheibling, C., & Lafrance, M. (2019). Man up but stay smooth: Hybrid masculinities in advertising for men's grooming products. Journal of Men's Studies, 27(2), 222–239. https://doi.org/10.1177/1060826519841473
- Smith, J. (2012). The thrill makers: Celebrity, masculinity, and stunt performance. Los Angeles: University of California Press LTD.
- Thurnell-Read, T. (2012). What happens on tour: The premarital stag tour, homosocial bonding, and male friendship. Men and Masculinities, 15(3), 249–270. https://doi.org/10.1177/1097184X12448465
- Walters, A.S., & Valenzuela, I. (2019). To me what's important is to give respect. There is no respect in cheating. Masculinity and Monogamy in Latino Men. Sexuality and Culture, 23, 1025–1053. https://doi.org/10.1007/s12119-019-09615-5
- Zayer, L. T., McGrath, M. A., & Castro-González, P. (2020). Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising. European Journal of Marketing, 54(1), 238–260. https://doi.org/10.1108/EJM-07-2018-0502
Language: English
Page range: 135 - 151
Submitted on: Sep 4, 2023
Accepted on: Oct 4, 2023
Published online: Oct 26, 2023
Published in print: Jan 1, 2023
Published by: Riga Technical University
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
Related subjects:
© 2023 Toms Kreicbergs, published by Riga Technical University
This work is licensed under the Creative Commons Attribution 4.0 License.