Advertising and the Emergence of the 'Metrosexual' Man.

McAlinden, Susie (2004) Advertising and the Emergence of the 'Metrosexual' Man. Undergraduate thesis, Dublin, National College of Ireland.

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This dissertation will analyse the role of men in society today. It will do so by looking at the process of advertising and how the structure of advertisements has evolved in light of this. It will ask the topical question of whether advertising has supported this change and in some way facilitated it.

As society is on the receiving end of a communication process, which forms our views of the world and our actions, advertising must be explored to reveal how every representation of men and those of women used, acts as an agent of socialisation shaping how society views and performs their gender roles, especially men.

The key aim of this dissertation is to gain an understanding of the degree to which the role of men in society today has changed and been influenced to change due to their representation and how they are perceived. It will focus on the growth of the 'Metrosexual' man.

The secondary research is carried out by a thorough literature review, which will examine the vast amount of theory concerning the author's study.

There is particular emphasis on the formulation of advertisements and their use of images and gender and it investigates how this has changed throughout time. This is accomplished by investigating the power of advertising as an influential power in determining societal values and opinions. The basis of this will look at various advertisements and how they make use of male images.

The primary research will be centred on using qualitative research to explore the attitudes and opinions regarding the changing gender of men within advertisements and society, carrying out a questionnaire and two interviews.
The research findings conclude that advertising plays a huge role in society but that it is not a causal one.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HQ The family. Marriage. Woman > Gender
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 30 Aug 2010 15:36
Last Modified: 06 Jan 2015 15:38

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