Marketing Manhood in a “Post-Feminist” Age

Kristen Barber · Tristan S. Bridges

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Media, Gender, and Advertising Gender and Feminist Studies Gender Roles and Identity Studies

Abstract

In “manvertising,” satirical masculinity is used to sell men on products they presumably avoid for fear of what it might say about their gender and sexual identities. The satire obscures the consequences of hybrid masculinities though they’re on full display.

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References

2003Masculinity and men's lifestyle magazines 2003Stylish Hard Bodies: Branded Masculinity in Men's Health Magazine 2005The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events 2011Affirmative Reaction

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