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- Title
Self-oriented Masculinity: Advertisements and the Changing Culture of the Male Market.
- Authors
Branchik, Blaine J.; Chowdhury, Tilottama Ghosh
- Abstract
This research chronicles the changes in the understudied and rapidly evolving male market segment using two related studies: (1) a content analysis of advertisements in fifty-one years of Sports Illustrated magazine and (2) an experiment involving age-based differences in consumer ad perceptions. Both investigate changing ad values and the ethnic diversity of ad models. Results indicate that the male market is becoming increasingly self-oriented in its values orientation as a result of broad societal changes and changing gender roles. Increasing use of black or African American models in key positions indicates a growing acceptance of minorities as representations of the ideal self among younger men, who express a preference for black or African American models. This finding speaks to the increasingly multicultural nature of society and the impact of minority celebrities on American culture. The results are indicative of the power of advertising in both reflecting and facilitating societal change.
- Subjects
MASCULINITY &; society; CONTENT analysis; MARKETING; ADVERTISING &; culture; CONSUMERISM
- Publication
Journal of Macromarketing, 2013, Vol 33, Issue 2, p160
- ISSN
0276-1467
- Publication type
Article
- DOI
10.1177/0276146712463823