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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
