Research pick: Masculine nuance in advertising - "A qualitative study of consumer perceptions about masculinity in advertising: content, sentiment, and discourse analysis"

A recent study in the International Journal of Learning and Change has looked at how consumers interpret masculinity in advertising. The study reveals some intriguing findings and sheds light on how active engagement is shaped by an analysis of the portrayals of masculinity in advertisements on the well-known video-sharing platform YouTube.

Toms Kreicbergs and Deniss Ščeulovs of Riga Technical University in Riga, Latvia, took YouTube comments as a source of qualitative data and found that consumers consider various factors beyond the immediate presentation. Such factors included the broader cultural context and comparisons with the approach of others in the advertising world. Surprisingly, the study highlights that the depiction of masculinity often takes precedence over the advertised product itself. This suggests that the marketing is often more important than the product itself in influencing consumer perception and purchasing intention.

At a time when societal norms surrounding masculinity are evolving, it is interesting to note that traditional depictions persist alongside emerging ideals that otherwise challenge gender stereotypes. With increasing awareness and acceptance of diverse gender identities, consumers are scrutinizing advertisements for their portrayal of masculinity, seeking authenticity and inclusivity and by turn increasingly making their buying decisions in this context.

The research suggests that humour can effectively convey traditional masculinity without eliciting negative reactions. However, there is a need to embrace progressive and diverse representations as these are increasingly important to society and so to advertisers hoping to sit easily within the evolving cultural world. To be successful, advertisers need to write copy and produce advertisements that resonate with what we might refer to as the modern audience. Indeed, brands that successfully navigate this fragmented landscape might ultimately build stronger connections with consumers who value authenticity and representation and become loyal followers of said brands and perhaps even word-of-mouth advocates of those brands and what they perceive them to stand for.

In contrast to what one might expect, the research indicates that on the whole consumers react positively to the portrayal of masculinity in advertising. The finding suggests that such advertisements might serve as a cultural touchstone for those who see them. This finding challenges previous assumptions about consumer attitudes toward gender portrayals in marketing and underscores the evolving nature of societal norms. There is thus a need for a more comprehensive approach to understanding consumer attitudes by incorporating surveys, focus groups, and expert interviews alongside existing methods.

Kreicbergs, T. and Ščeulovs, D. (2024) ‘A qualitative study of consumer perceptions about masculinity in advertising: content, sentiment, and discourse analysis’, Int. J. Learning and Change, Vol. 16, Nos. 2/3, pp.327–348.