Kluch, Y. (2015). 'The man your man should be like': Consumerism, patriarchy and the construction of twenty-first-century masculinities in 2010 and 2012 Old Spice campaigns. Interactions: Studies In Communication & Culture, 6(3), 361-377. doi:10.1386/iscc.6.3.361_1
Thesis: Both men and women respond favorably to the extreme socially approved masculine ideals in advertisements (Kluch, 2015).
Main points:
1. Both Old spice campaigns support hegemonic masculine ideas such as the following: “men are powerful, assertive and aggressive… men enjoy the outdoors and have strong and muscular bodies …men use their voices as a means of control… men relate to other men in hierarchical domination…men are heterosexual and overpower women” (Kluch, 2015, p. 368-371).
2. Old …show more content…
Branchik, B. J., & Chowdhury, T. G. (2013). Self-oriented masculinity: Advertisements and the changing culture of the male market. Journal Of Macromarketing, 33(2), 160-171. doi:10.1177/0276146712463823
Thesis: Masculinity in the male market is increasingly becoming more self oriented due to various societal and cultural changes including age and race (Branchik& Chowdhury, 2013).
Main points:
1. “The US male market segment has become increasingly self-oriented in the past fifty-one years as portrayed via targeted marketing messages” (Branchik& Chowdhury, 2013, p.162).
2. Younger men tend to have positive attitudes toward self-focused ads regardless of the race of the model featured however men aged forty-five and older tend to have more positive attitudes towards white male models (Branchik& Chowdhury, 2013).
3. The increasing portrayal of minority male models, specifically black models, has created a new representation of the ideal man for the younger generation of men of all races in America (Branchik& Chowdhury, 2013).
Thesis: Both men and women respond favorably to the extreme socially approved masculine ideals in advertisements (Kluch, 2015).
Main points:
1. Both Old spice campaigns support hegemonic masculine ideas such as the following: “men are powerful, assertive and aggressive… men enjoy the outdoors and have strong and muscular bodies …men use their voices as a means of control… men relate to other men in hierarchical domination…men are heterosexual and overpower women” (Kluch, 2015, p. 368-371).
2. Old …show more content…
Branchik, B. J., & Chowdhury, T. G. (2013). Self-oriented masculinity: Advertisements and the changing culture of the male market. Journal Of Macromarketing, 33(2), 160-171. doi:10.1177/0276146712463823
Thesis: Masculinity in the male market is increasingly becoming more self oriented due to various societal and cultural changes including age and race (Branchik& Chowdhury, 2013).
Main points:
1. “The US male market segment has become increasingly self-oriented in the past fifty-one years as portrayed via targeted marketing messages” (Branchik& Chowdhury, 2013, p.162).
2. Younger men tend to have positive attitudes toward self-focused ads regardless of the race of the model featured however men aged forty-five and older tend to have more positive attitudes towards white male models (Branchik& Chowdhury, 2013).
3. The increasing portrayal of minority male models, specifically black models, has created a new representation of the ideal man for the younger generation of men of all races in America (Branchik& Chowdhury, 2013).