Is advertising a barrier to male movement toward gender change?

@article{Gentry2010IsAA,
  title={Is advertising a barrier to male movement toward gender change?},
  author={J. Gentry and R. Harrison},
  journal={Marketing Theory},
  year={2010},
  volume={10},
  pages={74 - 96}
}
  • J. Gentry, R. Harrison
  • Published 2010
  • Psychology
  • Marketing Theory
  • The purpose of this paper is to investigate male (and father) role portrayals in advertising from a masculine theoretical perspective. We note that the traditional masculine hegemony in the US is still seen almost exclusively in television commercials, even at a time when masculine roles in society are changing rapidly. We summarize the literature on masculinity, noting its changing nature, and discuss the role of advertising in maintaining the status quo. We then present results from three… CONTINUE READING

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