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Roundtable on Masculinities and Advertising, Part I

Abstract:In the last few years, masculinity has become an especially important topic among scholars and advertisers. To contribute to this conversation, Advertising & Society Quarterly assembled a group of leading advertising practitioners, scholars, and activists in Boston for a roundtable on masculinities and advertising. Part I of the Roundtable on Masculinities and Advertising covers the following topics: Gillette's recent "We Believe" ad campaign; advertising's role in linking gender to sports and consumer products; fathers in advertising; the rugged, individualistic Marlboro Man; superheroes; the cultural meaning of shaving; the relationship between advertising and culture; and the phrase "boys will be boys."