It's just a joke: Violence against males in humorous advertising

Charles S. Gulas; Kim K. McKeage; Marc G. Weinberger

doi:10.2753/JOA0091-3367390408

It's just a joke: Violence against males in humorous advertising

Charles S. Gulas, Kim K. McKeage, Marc G. Weinberger

Marketing

Research output: Contribution to journal › Article › peer-review

Abstract

Violence in the media has been an issue of research and public debate for many years. An examination of current humorous ads reveals widespread portrayal of men as victims of violence or in denigrating situations that are construed as humorous. This portrayal of men is an unanticipated twist on traditional themes of gender and subordination and suggests a change in what it means to be "male" in contemporary consumer society.

Original language	English
Pages (from-to)	109-120
Number of pages	12
Journal	Journal of Advertising
Volume	39
Issue number	4
DOIs	https://doi.org/10.2753/JOA0091-3367390408
State	Published - Dec 2010

ASJC Scopus Subject Areas

Business and International Management
Communication
Marketing

Keywords

Violence in media
Advertising
Humor in Advertising

Disciplines

Advertising and Promotion Management
Marketing

Access to Document

10.2753/JOA0091-3367390408

Cite this

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It's just a joke: Violence against males in humorous advertising

Abstract

ASJC Scopus Subject Areas

Keywords

Disciplines

Access to Document

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Cite this