The Development of Male Gender Roles Depiction in American Commercials--Taking Old Spice as an Example

DOI

10.2991/assehr.k.220504.525How to use a DOI?

Keywords

Advertisement; Gender roles; Reverse Sexism; Social Marketing; Masculinity

Abstract

Advertisements are projections of social values and representative glimpses of the cultural background of periods of time, and one of the apparent changes in commercial narratives is the common perception of gender roles. In this paper, several commercials of American male grooming brand Old Spice are selected and analyzed to study the change of their portrayal of men for the past 40 years. The examples come from three different periods, 1985-1995, 2010-2019, and 2020-2022 respectively. It is indicated that the depiction of men and the message behind it have been changing throughout the decades under the influence of decreasing gender stereotypes in Western society. This research will hopefully advance the field of reverse sexism and male gender portrayal in commercials.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Shiqi Liu
PY  - 2022
DA  - 2022/06/01
TI  - The Development of Male Gender Roles Depiction in American Commercials--Taking Old Spice as an Example
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 2895
EP  - 2899
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.525
DO  - 10.2991/assehr.k.220504.525
ID  - Liu2022
ER  -