The fashion engagement grid: understanding men's responses to fashion advertising

Ben Barry · Barbara J. Phillips

24 citations0/0 files storedInternational Journal of Advertising

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Media, Gender, and Advertising

Abstract

This study examines how men who are interested in fashion interpret fashion advertisements. Data are garnered from interviews with adult men who regularly read fashion magazines and buy fashion clothing. Findings reveal that men process fashion advertisements through the same five modes as women. The current study also demonstrates that men's responses to fashion advertisements can be categorized through the Fashion Engagement Grid which examines men's characterizations of and motivations for fashion behavior. This study expands theoretical understandings of gender in advertising research and recommends advertising elements to attract male consumers.

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References

2008Basics of Qualitative Research (3rd ed.): Techniques and Procedures for Developing Grounded Theory 2008Basics of qualitative research : techniques and procedures for developing grounded theory 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1951The Lonely Crowd: A Study of the Changing American Character.2008Introducing Qualitative Research 1992Fashion, Culture, and Identity 1951The Lonely Crowd: A Study of the Changing American Character 2000The Fashioned Body: Fashion, Dress and Modern Social Theory

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