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Books > Social sciences > Sociology, social studies > Gender studies > Men's studies
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Branding Masculinity - Tracing the Cultural Foundations of Brand Meaning (Hardcover)
Loot Price: R2,008
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Branding Masculinity - Tracing the Cultural Foundations of Brand Meaning (Hardcover)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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Branding Masculinity examines two ideologies of masculinity - one
typifying rural agricultural areas and the other found in urban,
business settings. Comparisons are made between these two current
forms of masculinity and both similarities and differences are
identified. Six product categories compose the Constellation of
Masculinity for both groups. Hirschman selects a masculine
prototype brand from each category and presents a detailed analysis
of the images, language and marketing actions used to create the
brand's masculinity over time. Using her method, marketers for
other brands will be equipped to enhance the masculine status of
their brands, as well. Branding Masculinity proposes that masculine
brands are made, not born. Masculinity is an enduring cultural
ideal which can be attached to a variety of products and brands by
the appropriate use of symbols, icons and images. Scholars from
various disciplines within the fields of branding, marketing,
public relations and corporate identity will see this book as vital
in continuing the academic discourse in the field. It will serve as
a respected reference resource for researchers, academics, students
and policy makers, alike.
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