How Male Consumers Respond to “Enlightened Manvertising” Campaigns

IF 2.1 4区 管理学 Q3 BUSINESS
Miglena M. Sternadori, Alan Abitbol
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引用次数: 2

Abstract

The results of a survey of U.S. men (N = 285) indicated that participants’ gender schemas, hostile sexism, political orientation, and support for women’s rights influenced their attitude toward “enlightened manvertising,” which refers to advertising that redefines masculinity by promoting both masculine and feminine traits as elements of contemporary manhood. The study uses the advertising self-congruence framework, which in previous research has not been applied to the context of gender and gendered identities. The results show that enlightened manvertising messages resonate with men who self-identify strongly only with masculine traits or who score high in both masculinity and femininity. Support for women’s rights was positively associated with attitude toward enlightened manvertising. Men who expressed overtly misogynistic views more likely would have a negative attitude, as were men who identified as more conservative in their political orientation. The overall results suggest a link between men’s views on redefining masculinity and their views on women and women’s roles in society, with implications for the success of campaigns that attempt to tackle gender identity and equality.
男性消费者如何回应“开明的广告”活动
一项针对美国男性的调查结果(N=285)表明,参与者的性别模式、敌对的性别歧视、政治取向和对女性权利的支持影响了他们对“开明男性广告”的态度,“开明男性”指的是通过宣传男性和女性特征作为当代男性的元素来重新定义男性气质的广告。该研究使用了广告自我一致性框架,在之前的研究中,该框架尚未应用于性别和性别认同的背景。研究结果表明,开明的男性信息会引起那些只认同男性特征或在男性气质和女性气质方面得分都很高的男性的共鸣。对妇女权利的支持与对开明男性的态度呈正相关。公开表达厌女观点的男性更有可能持负面态度,政治取向更保守的男性也是如此。总体结果表明,男性对重新定义男性气质的看法与他们对女性和女性在社会中角色的看法之间存在联系,这对试图解决性别认同和平等问题的运动的成功有影响。
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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