Branding masculinity : tracing the cultural foundations of brand meaning
By: Hirschman, Elizabeth C
Material type:
BookSeries: Routledge interpretive marketing research, 23.Publisher: New York : Routledge, Taylor & Francis Group, c2016.Description: xi, 96 p. : ill. ; 24 cm.ISBN: 9781138933392Subject(s): Masculinity | Masculinity in advertising | Marketing -- Social aspects | BUSINESS & ECONOMICS / Industrial Management | BUSINESS & ECONOMICS / Management Science | BUSINESS & ECONOMICS / Management | BUSINESS & ECONOMICS / Organizational BehaviorDDC classification: 155.3/32 Online resources: Location Map | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 155.332 HI BR (Browse shelf) | Available | T0054798 |
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| 155.25 VO MO Moral development : | 155.26 HU MA Making a difference by being yourself : | 155.264 GO CR Creative you : | 155.332 HI BR Branding masculinity : | 155.332 MO UN Unmasking masculinities : | 155.333 FR NI Nice girls don't get the corner office : | 155.3339 NE WO The woman code : |
Includes bibliographical references (p. 81-90) and index.
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.