Gender Values and Brand Communication: the Transfer of Masculine Representations to Brand Narratives
Through a socio-historic perspective we show how the masculine identity is evolving from monolith masculinity to contemporary masculinities. This research seeks understanding if and how these new cultural values are transferred to brands communication. Using a semiotic approach, masculinities, femininities and their relationships are underlined by using a Reason-Emotion semantic axis. A corpus of twenty brands communication of masculine and feminine sectors is analysed with a past/present perspective (historical). Study reveals an evolution of men’s representations in brands communication. The theoretical implications of the findings are discussed
Citation:
Nacima Ourahmoune and Simon Nyeck (2007) ,"Gender Values and Brand Communication: the Transfer of Masculine Representations to Brand Narratives", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 181-188.
Authors
Nacima Ourahmoune, Essec Business School, France
Simon Nyeck, Essec Business School, France
Volume
E - European Advances in Consumer Research Volume 8 | 2007
Share Proceeding
Featured papers
See MoreFeatured
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Featured
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA