Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning

by Elizabeth Hirschman

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1032242566
• ISBN13: 9781032242569
• Release Date: December 2021
• Publisher: Routledge
• Length: 108 Pages
• Weight: 0.35 lbs.
• Dimensions: 0.2" x 6.0" x 9.0"