d) Advertising

Note: Also see general works above.


-. (1987). Representing Men: The Image of Men in an Australian Fashion Magazine. Against the Grain, No. 5, Winter, Canberra Photo Access

Amy-Chinn, D. (2006). This is just for me(n): How the regulation of post-feminist lingerie advertising perpetuates woman as object. Journal of Consumer Culture, 6(2): 155-175.

Avery, J. (2012). Defending the markers of masculinity: Consumer resistance to brand gender-bending. International Journal of Research in Marketing, 29(4), 322-336.

Azar, S. L. (2013). Exploring brand masculine patterns: moving beyond monolithic masculinity. Journal of Product and Brand Management, 22(7), 502-512.

Barthel, Diane. (1992). When Men Put On Appearances: Advertising and the Social Construction of Masculinity. In Craig, Steve. (ed.). Men, Masculinity and the Media. Newbury Park: Sage

Bogueva, D., & Marinova, D. (2019). Reconciling Not Eating Meat and Masculinity in the Marketing Discourse for New Food Alternatives. In Environmental, Health, and Business Opportunities in the New Meat Alternatives Market (pp. 260-282): IGI Global.

Branchik, B. J., & Chowdhury, T. G. (2013). Self-oriented masculinity: advertisements and the changing culture of the male market. Journal of Macromarketing, 33(2), 160-171.

Brandth, Berit. (1995). Rural Masculinity in Transition: Gender Images in Tractor Advertisements. Journal of Rural Studies, 11(2), April, pp. 123-133.

Breazeale, Kenon. (1994). In Spite of Women: Esquire Magazine and the Construction of the Male Consumer. Signs, 20(1), Autumn.

Cass, Jeffrey. (1999). Men With Modems: E-mail: Netscape and the Promise of Homosocial Utopia. Ctheory.Net, 7 May. URL: http://www.ctheory.net/text_file.asp?pick=114.

Cherrington, J., K. Chamberlain, and J. Grixti. (2006). Relocating Alcohol Advertising Research: Examining Socially Mediated Relationships with Alcohol. J Health Psychol, 11(2): 209-222.

Clark, Marshall. (2004). Indonesian masculinities: Images of men in Indonesian TV advertising. Review of Indonesian and Malaysian Affairs, v. 38, no. 2: (9)-37.

Coltrane, Scott and Allan, Kenneth. (1994). ‘New’ Fathers and Old Stereotypes: Representations of Masculinity in 1980s Television Advertising. Masculinities, 2(4), Winter, pp. 43-66 .

Dempsey, S. E. (2009). The Increasing Technology Divide -- Persistent portrayals of maverick masculinity in US marketing. Feminist Media Studies, 9(1): 37 - 55.

Elliott, Richard, and Christine Elliott. (2005). Idealized images of the male body in advertising: a reader-response exploration. Journal of Marketing Communications, Volume 11, Number 1, March, pp. 3-19.

Feasey, R. (2009). Spray more, get more: masculinity, television advertising and the Lynx effect. Journal of Gender Studies, 18(4), 357-368.

Forrest, Thomas. (1989). Such a Handsome Face: Advertising Male Cosmetics. In Feminist frontiers II, McGraw Hill.

Gardiner, J.K. (2000). Masculinity, the Teening of America, and Empathic Targeting. Signs. 25(4):1257-1261, Sum.

Gentry, J. and R. Harrison (2010). Is advertising a barrier to male movement toward gender change? Marketing Theory 10(1): 74-96.

Grandstaff, Mark R. (2004). Visions of New Men: The Heroic Soldier Narrative in American Advertisements During World War II. Advertising & Society Review, Volume 5, Issue 2, 2004.

Green, K., & Van Oort, M. (2013). “We Wear No Pants”: Selling the Crisis of Masculinity in the 2010 Super Bowl Commercials. Signs: Journal of Women in Culture and Society, 38(3), 695-719.

Griffiths, M. A., Lefebvre, S., Cook, L. A., & James, C. D. (2016). Pluralist Masculinity: New Sexuals in Male Marketing.

Hall, C., and M. Crum. (1994). Women and body-isms in television beer commercials. Sex Roles, 31(5-6), 329-337.

Hill, L. (1999). What it means to be a Lion Red man: Alcohol advertising and Kiwi masculinity. Women’s Studies Journal.

Hirschman, E., & Belk, R. (2014). Branding masculinity: tracing the cultural foundations of brand meaning. ACR North American Advances.

Jackson, Peter. (1994). Black Male: Advertising and the Cultural Politics of Masculinity. Gender, Place and Culture: A Journal of Feminist Geography, 1(1), March, pp. 49-59 .

Jeffcoat, Sarah. What Competing Versions of Masculinity Can We Seen in Contemporary British Advertising?. http:.

Katz, Jackson. (1995). Advertising and the construction of violent white masculinity. In G. Dines & J. Humez. (eds.), Gender, race and class in media: A text reader. Thousand Oaks, CA: Sage Publications.

Katz, Jackson. (2003). Advertising and The Construction of Violent White Masculinity: From Eminem to Clinique For Men. In G. Dines & J. Humez. (eds.), Gender, Race and Class in Media: A Text Reader. (Second edition). Thousand Oaks, CA: Sage Publications.

Kervin, Dennis. (1990). Advertising Masculinity: The Representation of Males in Esquire Advertisements. Journal of Communication Enquiry, 14(1), Winter .

Lanis, K., and K. Covell. (1995). Images of women in advertisements: Effects on attitudes related to sexual aggression. Sex Roles, 32(9-10): 639-649.

Lopez-Varas, Ma Luisa. (1994). Man and Cosmetics: From the Traditional Consumption Model to the Modern Consumption Model. Politica y Sociedad, 16, May-August, pp. 201-209.

Marshall, D., Davis, T., Hogg, M., Schneider, T. and Petersen, A. (2014). From over provider to invisible presence: discursive shifts in advertising portrayals of the father. Good Housekeeping, 1950-2010, Journal of Marketing Management. Published online 2 September, 2014.

Masse, Michelle A. and Rosenblum, Karen. (1988). Male and Female Created They Them: The Depiction of Gender in the Advertising of Traditional Women’s and Men’s Magazines. Women’s Studies International Forum, 11(2), pp. 127-44

Moore, Suzanne. (1987). Target Man. New Socialist, January

Mullany, Louise. (2004). ‘Become the man that women desire’: Gender identities and dominant discourses in email advertising language. Language and Literature, Vol. 13, No. 4, 291-305.

Neale, L., Robbie, R., & Martin, B. (2016). Gender identity and brand incongruence: When in doubt, pursue masculinity. Journal of Strategic Marketing, 24(5), 347-359.

Nelson, M., and H. -J. Paek. (2005). Cross-Cultural Differences in Sexual Advertising Content in a Transnational Women’s Magazine. Sex Roles. 53: 371-383.

O’Barr, William M. (2004). Roundtable on Advertising and the New Masculinities. Advertising & Society Review, Volume 5, Issue 4 (William M. O’Barr, Doug Cameron, Michael Paxton, Peter Geary, Sherry Nemmers, Michael Wilke, Michael Kimmel, Tyson Smith, Simon Bowden).

Patterson, Maurice, and Richard Elliott. (2002). Negotiating Masculinities: Advertising and the Inversion of the Male Gaze. Consumption, Markets and Culture, Volume 5, Number 3, pp. 231-249.

Pope, H.G., R. Olivardia, J.J Borowiecki, and G.H. Cohane. (2001). The Growing Commercial Value of the Male Body: A Longitudinal Survey of Advertising in Women’s Magazines. Psychotherapy & Psychosomatics. 70(4):189-192, Jul-Aug.

Reichert, T. (2002). Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising. Annual Review of Sex Research, 13: 241.

Reichert, Tom, and Jaqueline Lambiase. (eds.). (2003). Sex in Advertising: Perspectives on the Erotic Appeal. Mahwah, NJ: Lawrence Erlbaum Associates.

Reichert, Tom. (1999). Cheesecake and beefcake: No matter how you slice it, sexual explicitness in advertising continues to increase. Journalism and Mass Communication Quarterly, Spring, Vol. 76, Iss. 1; pp. 7-21.

Roberson, J. (2005). Fight!! Ippatsu!!: “Genki” Energy Drinks and the Marketing of Masculine Ideology in Japan. Men and Masculinities, 7(4): 365-384.

Rogers, R. A. (2008). Beasts, burgers, and hummers: Meat and the crisis of masculinity in contemporary television advertisements. Environmental Communication, 2(3), 281-301.

Rohlinger, Deana A. (2002). Eroticizing Men: Cultural Influences on Advertising and Male Objectification. Sex Roles, 46(3/4), February.

Roxburgh, Mark. (1998). I feel like a blokey ID or two: Beer ads, masculinity and Australian identity. Metro Education, 17: 15-19.

Scheibling, C., & Lafrance, M. (2019). Man up but Stay Smooth: Hybrid Masculinities in Advertising for Men’s Grooming Products. The Journal of Men’s Studies, 0(0), 1060826519841473. 10.1177/1060826519841473

Schroeder J., and Zwick D. (2004). Mirrors of Masculinity: Representation and Identity in Advertising Images. Consumption, Markets and Culture, March, vol. 7, no. 1, pp. 21-52.

Shields, Vickie Rutledge, with Dawn Heinecken. (2001). Measuring Up: How Advertising Affects Self Image. University of Pennsylvania Press.

Slater M.D., D. Rouner, K. Murphy, F. Beauvais, J. Van Leuven, and M.D. Rodriguez. (1996). Male Adolescents’ Reactions to TV Beer Advertisements: The Effects of Sports Content and Programming Context. J Stud Alcohol. Jul;57(4):425-33.

Smith, Tyson. (2005). Pumping Irony: The Construction of Masculinity in a Post-feminist Advertising Campaign. Advertising & Society Review, Volume 6, Issue 3.Soar, Matthew. (2001). Engines and acolytes of consumption: Black male bodies, advertising and the laws of thermodynamics. Body & Society, 7(4), pp. 37-55.

Tait, Sue (1999) Advertising, Cultural Criticism and Mythologies of the Male Body. In Masculinities in Aotearoa/New Zealand, (eds.). R. Law, H. Campbell, and J. Dolan. Dunmore Press: Palmerston North.

Varney, W. (2002). Of men and machines: Images of masculinity in boys’ toys. Feminist Studies, 153-174.

Vokey, M., Tefft, B., & Tysiaczny, C. (2013). An analysis of hyper-masculinity in magazine advertisements. Sex roles, 68(9-10), 562-576.

Walker, Catherine, Duane Thomas, Veronica Webb, and Richard Elms. (1998). Body & Soul: Black Men on Style and Beauty. Universe Books.

Wernick, Andrew. (1987). From Voyeur to Narcissist: Imaging Men in Contemporary Advertising. In Kaufman, Michael. (ed.). Beyond Patriarchy: Essays by Men on Pleasure, Power, and Change. Toronto: Oxford University Press, pp. 277-297

White, Philip G., and James Gillett. (1994). Reading the Muscular Body: A Critical Decoding of Advertisements in Flex Magazine. Sociology of Sport Journal, 11(1), March.

Worsching, Martha. (2000). Sporting metaphors and the enactment of hegemonic masculinity: Sport and advertising in the German newsmagazine Der Spiegel. Journal of Popular Culture, v 34 no3, Winter, pp. 59-85.

Worsching, Martha. (2007). Race to the Top: Masculinity, Sport, and Nature in German Magazine Advertising. Men and Masculinities, October, 10(2): 197-221.

Zawisza, M., Luyt, R., Zawadzka, A. M., & Buczny, J. (2018). Does It Pay to Break Male Gender Stereotypes in Advertising? A Comparison of Advertisement Effectiveness between the United Kingdom, Poland and South Africa. Journal of Gender Studies, 27(4), 464-480.

Zayer, L. T. (2010). A typology of men’s conceptualizations of ideal masculinity in advertising. Advertising & Society Review, 11(1).

Zayer, L. T., McGrath, M. A., & Castro-González, P. (2019). Men and masculinities in a changing world:(de) legitimizing gender ideals in advertising. European Journal of Marketing.