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2012 | OriginalPaper | Buchkapitel

Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison

verfasst von : Ping Shaw, Yue Tan, Kwangmi Ko Kim, Hong Cheng

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

It is possible to identify two clearly distinct international advertising strategies: standardisation and specialisation (Mueller, 2010). Standardisation operates on the assumption that as lifestyle and consumer needs are homogenised around the world, it becomes more cost effective to develop a universal advertising theme to ensure a multinational product penetrates the global market. When international advertising agencies standardise their campaigns for different markets around the world, they will be based on Western assumptions and values and this will be reflected in the advertisements they create. Consequently, Euro/American culture redefines masculinity outside the North Atlantic World (Connell, 1993).

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Titel: Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison
verfasst von: Ping Shaw
Yue Tan
Kwangmi Ko Kim
Hong Cheng
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_21