Title: A qualitative study of consumer perceptions about masculinity in advertising: content, sentiment, and discourse analysis

Authors: Toms Kreicbergs; Deniss Ščeulovs

Addresses: Riga Technical University, Kalnciema iela 6, Riga, LV-1048, Latvia ' Riga Technical University, Kalnciema iela 6, Riga, LV-1048, Latvia

Abstract: The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying Nvivo 11, qualitative data analysis software, the researchers used qualitative content analysis, sentiment analysis, and discourse analysis to understand consumer perceptions of various brands' efforts in presenting their version of masculinity to consumers. The results showed that when commenting on the advertisements, consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor's advertisements. In addition, the results showed that masculinity in advertising has such a significant interest for the consumers that the product discourse does not get any noteworthy importance.

Keywords: advertising; traditional masculinity; modern masculinity; marketing; branding; communication.

DOI: 10.1504/IJLC.2024.137503

International Journal of Learning and Change, 2024 Vol.16 No.2/3, pp.327 - 348

Received: 12 Sep 2022
Accepted: 12 Apr 2023
Published online: 21 Mar 2024 *

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