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Direct linkToms Kreicbergs; Deniss Šceulovs – International Journal of Learning and Change, 2024
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…
Descriptors: Advertising, Masculinity, Discourse Analysis, Consumer Economics
Majmundar, Anuja; Unger, Jennifer B.; Cruz, Tess Boley; Kirkpatrick, Matthew G.; Allem, Jon-Patrick – Health Education & Behavior, 2022
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…
Descriptors: Smoking, Social Influences, Young Adults, Health Behavior
