How male consumers respond to “enlightened manvertising” campaigns: Gender schema, hostile sexism, and political orientation feed attitudes
Miglena Sternadori and Alan Abitbol
The results of a survey of U.S. men (N = 285) indicated that participants’ gender schemas, hostile sexism, political orientation, and support for women’s rights influenced their attitude toward “enlightened manvertising,” which refers to advertising that redefines masculinity by promoting both masculine and feminine traits as elements of contemporary manhood.
Advertisements featuring caring men have the potential to be effective across a
variety of contexts, including for masculinity-affirming products rather than only
in the context of personal hygiene products....