WZORCE MĘSKOŚCI W KOMUNIKACJI MARKI
MASCULINITY PATTERNS AND BRAND COMMUNICATION
Author(s): Monika HajdasSubject(s): Economy, Gender Studies, Semiology, Communication studies, Sociology, Theory of Communication, Social differentiation, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: masculinity patterns; brand; marketing communication; semiotics;
Summary/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.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 23-32
- Page Count: 10
- Language: Polish