The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

Background: The prevalence of electronic-cigarette (e-cigarette) product placement in music videos is on the rise and currently unregulated. This promotional activity is concerning given the popularity of music videos among young adults. Aims: We examined associations between self-reported levels of exposure to music videos with any e-cigarette…

The underlying thesis of much popular parenting discourse in circulation in western Anglophone countries is that parenting labour has intensified historically, notably in regard to schooling, and that we are witnessing new kinds of parental attitudes and strategies. A related argument holds that parents, especially middle-class parents, have…

A very important parts of TV commercials are the messages and how they convinced people. In addition, the information given in commercials may contain messages that seem like a fact however, they may not be true. To understand these commercials it is more beneficial to observe how they say instead of what they say. In many studies (Ferreira, et…

Background: Peer crowds are macro-level, reputation-based subcultures with shared preferences, values, and behavior. The Country peer crowd has been the focus of tobacco industry research and marketing but has yet to be the primary focus of public health research. The current study explores the utility of "Down and Dirty," a "Social…

Mass media's educative function has had a considerable influence in Kenya since the colonial period. The impact of mass media in shaping the contemporary worldviews--how people see and live in the world--has led to the transformation in the society. The influence of mass media especially in reinforcing commodification and economic rationalism…

This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

The integration of popular culture into English language learning has recently been formalised in the Hong Kong New Senior Secondary curriculum, with the development of critical reading indicated as one of the key objectives. Whether and how students respond to popular culture texts is, however, under-researched. The present paper reports findings…

The concept of gender stereotypes permeates the lives of youth in the United States. This article provides background information and rationale for incorporating gender stereotype analysis into family and consumer sciences (FCS) coursework. The critical analysis of gender stereotypes includes numerous activities and assessments that encourage…