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


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.


Nacima Ourahmoune, Essec Business School, France
Simon Nyeck, Essec Business School, France


E - European Advances in Consumer Research Volume 8 | 2007

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