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343671

Exploring the Intersection of Masculine Identity, Consumption, and Advertising: A Visual Research Perspective

Article

Last updated: 24 Dec 2024

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Abstract

Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption—of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive “effect" created at the intersection of consumption and several marketing discourses such as advertising, market segmentation, and visual communication, balancing between brand strategy—what the marketer intends—and brand community—the free appropriation of meaning by the market. The paper's contribution rests in extending previous work on male representation into historical, ontological, and photographic realms, providing a necessary complement between understanding advertising meaning as residing within managerial strategy or wholly subsumed by consumer response. We argue that greater awareness of the connections between the traditions and conventions of visual culture and their impact on the production and consumption of advertising images leads to enhanced ability to understand how advertising works as a representational system and signifying practice.

DOI

10.21608/jtcps.2024.263366.1353

Keywords

impact, printing, techniques, Advertisements

Authors

First Name

Iman

Last Name

Elbadwy

MiddleName

G.

Affiliation

Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

Email

imangamal650@gmail.com

City

Benha

Orcid

-

First Name

Zainab

Last Name

Awad

MiddleName

Alazab

Affiliation

Faculty of Applied Arts, Benha University

Email

zainabawad028@gmail.com

City

-

Orcid

-

First Name

Mariam

Last Name

Eida

MiddleName

A.

Affiliation

Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

Email

elsayedmariem143@gmail.com

City

Benha

Orcid

-

First Name

Hasnaa

Last Name

Soliman

MiddleName

S.

Affiliation

Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

Email

hasnaasol99@gmail.com

City

Benha

Orcid

-

First Name

Menna

Last Name

Alkaramani

MiddleName

A.

Affiliation

Benha University, Faculty of Applied Arts, Advertising, Printing and Publishing Department, Benha, Egypt

Email

mennaas859@gmail.com

City

Benha

Orcid

-

First Name

Ahmed

Last Name

Hassabo

MiddleName

G.

Affiliation

National Research Centre (NRC), Textile Research and Technology Institute (TRTI), Pre-treatment and Finishing of Cellulose based Textiles Department (PFCTD), El-Behouth St. (former El-Tahrir str.), Dokki, P.O. 12622, Giza, Egypt

Email

aga.hassabo@hotmail.com

City

Giza

Orcid

0000-0001-5337-8929

Volume

21

Article Issue

2

Related Issue

47686

Issue Date

2024-12-01

Receive Date

2024-01-16

Publish Date

2024-12-01

Page Start

419

Page End

426

Print ISSN

2682-2024

Online ISSN

2682-1958

Article File

JTCPS_Volume 21_Issue 2_Pages 419-426.pdf

PDF . 932.8kB

Link

https://jtcps.journals.ekb.eg/article_343671.html

Detail API

https://jtcps.journals.ekb.eg/service?article_code=343671

Order

343,671

Type

Original Article

Type Code

615

Publication Type

Journal

Publication Title

Journal of Textiles, Coloration and Polymer Science

Publication Link

https://jtcps.journals.ekb.eg/

MainTitle

Exploring the Intersection of Masculine Identity, Consumption, and Advertising: A Visual Research Perspective

Details

Type

Article

Created At

24 Dec 2024