Hirschman, Elizabeth C.
Branding masculinity : tracing the cultural foundations of brand meaning Elizabeth C. Hirschman - New York : Routledge, Taylor & Francis Group, c2016. - xi, 96 p. : ill. ; 24 cm. - Routledge interpretive marketing research, 23 .
List of Tables and Figures Foreword Preface 1. Tracing Masculinity 2. Men's Perceptions of Masculinity 3. What Women Want 4. Masculinity as a Vehicle 5. Weapons 6. Tools for Hand and Head 7. Alcohol and Tobacco 8. Masculine Grooming and Apparel 9. Retail Masculinity or the In-store Man Cave Index.
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time.
9781138933392
2016000854
Masculinity
Masculinity in advertising
Marketing--Social aspects
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Organizational Behavior
155.3/32
Branding masculinity : tracing the cultural foundations of brand meaning Elizabeth C. Hirschman - New York : Routledge, Taylor & Francis Group, c2016. - xi, 96 p. : ill. ; 24 cm. - Routledge interpretive marketing research, 23 .
List of Tables and Figures Foreword Preface 1. Tracing Masculinity 2. Men's Perceptions of Masculinity 3. What Women Want 4. Masculinity as a Vehicle 5. Weapons 6. Tools for Hand and Head 7. Alcohol and Tobacco 8. Masculine Grooming and Apparel 9. Retail Masculinity or the In-store Man Cave Index.
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time.
9781138933392
2016000854
Masculinity
Masculinity in advertising
Marketing--Social aspects
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Organizational Behavior
155.3/32