Masculinity in International print advertising (Paperback)


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.

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Product Description

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.

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Product Details

General

Imprint

VDM Verlag

Country of origin

Germany

Release date

June 2011

Availability

Expected to ship within 10 - 15 working days

First published

June 2011

Authors

Dimensions

229 x 152 x 4mm (L x W x T)

Format

Paperback - Trade

Pages

72

ISBN-13

978-3-639-36079-0

Barcode

9783639360790

Categories

LSN

3-639-36079-6



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