Bookcover of Masculinity in International print advertising
Booktitle:

Masculinity in International print advertising

Using appeals to analyze masculinity dimension in International print advertising

VDM Verlag Dr. Müller (2011-06-15 )

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ISBN-13:

978-3-639-36079-0

ISBN-10:
3639360796
EAN:
9783639360790
Book language:
English
Blurb/Shorttext:
This study is about the presentation of modern masculinity, comparing print advertisements from two countries; Finland and United States. The focus was also towards masculine values, which were analyzed using Pollay's advertising appeals. Project GLOBE's (Global Leadership and Organizational Behaviour Effectiveness) theory and view about culture and issues related to culture, were used to create theoretical framework of masculinity. There is a significant difference, when compared to previous studies about culture connected to advertising: masculinity dimension was analyzed using two GLOBE's cultural dimensions, gender egalitarianism and assertiveness, unlike previous studies, which did the similar analyze using Hofstede's cultural dimensions. Small sample was collected from Cosmopolitan magazine from both countries issues. The results suggest that there are differences in target countries advertising, but it needs to be researched more thoroughly to get more accurate results.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Lauri Eskelinen
Number of pages:
72
Published on:
2011-06-15
Stock:
Available
Category:
Advertisement, marketing
Price:
49.00 €
Keywords:
Advertising, Advertising Appeals, project GLOBE, values, Masculinity, Feminity, print advertising, Culture, Cultural dimensions, gender egalitarianism, assertiveness, Hofstede

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