Deconstructing Menvertising Stereotypes: A Systematic Review, Research Agenda and Practical Implications

Léa Fauvel (), Romain Sohier, Gaëlle Pantin-Sohier () and Fabien Durif
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Léa Fauvel: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Romain Sohier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Fabien Durif: ESG-UQAM - École des Sciences de la Gestion [UQAM] - UQAM - Université du Québec à Montréal = University of Québec in Montréal

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Abstract: ABSTRACT Since the #MeToo movement of 2017, consumers have been looking for more diversity and inclusion in their world. As a result, advertisers are implementing strategies such as femvertising and even menvertising to win over this more inclusion‐oriented audience. A large number of studies have focused on women, particularly representations of women in femvertising . The aim of this article is to develop an understanding of gender representation by filling in the gaps in existing studies on menvertising . With a view to achieving equity for all people and to better understand the evolution of gender through advertising representations, we conducted a systematic literature review of 236 articles, including lexicometric, bibliometric and in‐depth expert interviews analyses, focusing on masculinity post‐#MeToo and its representation in advertising. We identified various theories and concepts that better enable us to understand the evolution of menvertising , and we developed an initial conceptual model of menvertising . Finally, this study proposes a research agenda to guide researchers in pursuing studies on menvertising .

Keywords: inclusive advertising; menvertising; new masculinity; stereotypes; systematic literature review (search for similar items in EconPapers)
Date: 2025-10-13
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Published in Journal of Consumer Behaviour, 2025, ⟨10.1002/cb.70047⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05322374

DOI: 10.1002/cb.70047

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