The Conceptualization of Masculinity in Advertising Discourse
DOI:
https://doi.org/10.55640/eijp-06-06-05Keywords:
Masculinity, advertising discourse, gender representationAbstract
The study aims to identify how masculinity is linguistically and visually constructed in advertising texts and how these representations reflect broader gender ideologies. The article also discusses the transformation of traditional masculinity into modern and inclusive masculine identities in contemporary advertising. The results suggest that advertising discourse does not only reflect existing gender stereotypes but also actively participates in shaping public perceptions of what it means to be a “real man” in society.
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