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...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Riga Technical University Press
2023-01-01
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| Series: | Economics and Business |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/eb-2023-0009 |
| _version_ | 1826818062071889920 |
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| author | Kreicbergs Toms |
| author_facet | Kreicbergs Toms |
| author_sort | Kreicbergs Toms |
| collection | DOAJ |
| description | 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 focus groups with a demographic: Latvian Generation Z. Qualitative content analysis of the focus group interview transcripts was conducted using Nvivo 11 qualitative data analysis software. The research concluded that Latvia’s Generation Z preferred modern masculinity depictions in advertising over traditional ones, and advertisers should not depict masculinity with stereotypes but rather emphasize diversity, self-acceptance, and emotionality and depict masculinity as an important topic. |
| first_indexed | 2024-03-08T19:31:43Z |
| format | Article |
| id | doaj.art-ac5f6a1671704188b15e23d7223fedaf |
| institution | Directory Open Access Journal |
| issn | 2256-0394 |
| language | English |
| last_indexed | 2025-02-16T05:46:01Z |
| publishDate | 2023-01-01 |
| publisher | Riga Technical University Press |
| record_format | Article |
| series | Economics and Business |
| spelling | doaj.art-ac5f6a1671704188b15e23d7223fedaf2025-02-03T10:26:20ZengRiga Technical University PressEconomics and Business2256-03942023-01-0137113515110.2478/eb-2023-0009The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer PerceptionsKreicbergs Toms0Riga Technical University, Riga, LatviaThe 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 focus groups with a demographic: Latvian Generation Z. Qualitative content analysis of the focus group interview transcripts was conducted using Nvivo 11 qualitative data analysis software. The research concluded that Latvia’s Generation Z preferred modern masculinity depictions in advertising over traditional ones, and advertisers should not depict masculinity with stereotypes but rather emphasize diversity, self-acceptance, and emotionality and depict masculinity as an important topic.https://doi.org/10.2478/eb-2023-0009advertisingconsumersmarketingmasculinityperception.m37m31 |
| spellingShingle | Kreicbergs Toms The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions Economics and Business advertising consumers marketing masculinity perception. m37 m31 |
| title | The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions |
| title_full | The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions |
| title_fullStr | The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions |
| title_full_unstemmed | The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions |
| title_short | The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions |
| title_sort | analysis of masculinity in advertising a qualitative study based on consumer perceptions |
| topic | advertising consumers marketing masculinity perception. m37 m31 |
| url | https://doi.org/10.2478/eb-2023-0009 |
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