The fashion engagement grid: understanding men's responses to fashion advertising

被引：19
作者：
Barry, Ben [1 ]
Phillips, Barbara J. [2 ]
机构：
[1] Ryerson Univ, Sch Fash, 350 Victoria St, Toronto, ON M5B 2K3, Canada
[2] Univ Saskatchewan, Edwards Sch Business, Dept Management & Mkt, 25 Campus Dr, Saskatoon, SK S7N 5A7, Canada
来源：
INTERNATIONAL JOURNAL OF ADVERTISING | 2016年 / 35卷 / 03期
关键词：
gender roles; masculinity; fashion advertising; fashion images; MALE BODY; PERSUASION; CONSUMERS; CONSUMPTION; ACCOUNT; IMAGES; QUEER; GAY;
D O I：
10.1080/02650487.2015.1037232
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study examines how men who are interested in fashion interpret fashion advertisements. Data are garnered from interviews with adult men who regularly read fashion magazines and buy fashion clothing. Findings reveal that men process fashion advertisements through the same five modes as women. The current study also demonstrates that men's responses to fashion advertisements can be categorized through the Fashion Engagement Grid which examines men's characterizations of and motivations for fashion behavior. This study expands theoretical understandings of gender in advertising research and recommends advertising elements to attract male consumers.
引用
收藏
页码：438 / 464
页数：27
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