Advertising is a paid, mass-mediated attempt to persuade. That mean Advertising is paid communication by a company or organization that wants its information disseminated through a communication medium designed to reach more than one person, typically a large number or mass of people and...

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...