Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie


ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.39-02
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 866 PZFiM nr 39
Wzorce męskości w komunikacji marki
(Masculinity Patterns and Brand Communication)

Authors: Monika Hajdas
Uniwersytet Ekonomiczny we Wrocławiu
Keywords: masculinity patterns brand marketing communication semiotics
Data publikacji całości:2015
Page range:10 (23-32)
Cited-by (Crossref) ?:

Abstract

Gender and concerning it social roles are often used in the brand communication. However, the patterns of femininity and masculinity are changing and if brands want to stay relevant for the consumers, they should reflect those changes in their communication. The paper is based on literature studies on research on patterns of masculinity and their use in marketing, semiotic analysis on the changing patterns of masculinity in popular culture and content analysis of advertising in terms of presented patterns of masculinity.
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