Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison

  • Ping Shaw
  • Yue Tan
  • Kwangmi Ko Kim
  • Hong Cheng
Part of the European Advertising Academy book series (EAA)


It is possible to identify two clearly distinct international advertising strategies: standardisation and specialisation (Mueller, 2010). Standardisation operates on the assumption that as lifestyle and consumer needs are homogenised around the world, it becomes more cost effective to develop a universal advertising theme to ensure a multinational product penetrates the global market. When international advertising agencies standardise their campaigns for different markets around the world, they will be based on Western assumptions and values and this will be reflected in the advertisements they create. Consequently, Euro/American culture redefines masculinity outside the North Atlantic World (Connell, 1993).


Male Model Hegemonic Masculinity Masculinity Type Brand Personality Western Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Ping Shaw
    • 1
  • Yue Tan
    • 2
  • Kwangmi Ko Kim
    • 3
  • Hong Cheng
    • 4
  1. 1.National Sun Yat-sen UniversityUSA
  2. 2.National Sun Yat-sen UniversityUSA
  3. 3.Towson UniversityUSA
  4. 4.Ohio UniversityUSA

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