The Analysis of Masculinity in Advertising: A Qualitative Study Based on Consumer Perceptions

Kreicbergs Toms ()
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Kreicbergs Toms: Riga Technical University, Riga, Latvia

Economics and Business, 2023, vol. 37, issue 1, 135-151

Abstract: The aim of the research was to explore Generations Z’s perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favor in a masculine character or the advertising message centered around masculinity. The author conducted three focus groups with a demographic: Latvian Generation Z. Qualitative content analysis of the focus group interview transcripts was conducted using Nvivo 11 qualitative data analysis software. The research concluded that Latvia’s Generation Z preferred modern masculinity depictions in advertising over traditional ones, and advertisers should not depict masculinity with stereotypes but rather emphasize diversity, self-acceptance, and emotionality and depict masculinity as an important topic.

Keywords: Advertising; consumers; marketing; masculinity; perception. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecobus:v:37:y:2023:i:1:p:135-151:n:1

DOI: 10.2478/eb-2023-0009

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