The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions
The aim of the research was to explore Generations Z’s perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favor in a masculine character or the advertising message centered around masculinity. The author conducted three f...
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| Format: | Article |
| Language: | English |
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Sciendo
2023-01-01
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| Series: | Economics and Business |
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| Online Access: | https://doi.org/10.2478/eb-2023-0009 |