Panel 13 | Gender & sexism

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CADAAD Conference

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Jun 28, 2022, 6:15:27 AM6/28/22

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Use this Q&A thread to discuss papers presented in Panel 13 | Gender & sexism

Laura Coffey-Glover

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Jul 7, 2022, 5:21:16 AM7/7/22

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Morning folks, this is a question for Anna & colleagues looking at masculinity in advertising - I really enjoyed your video presentation, but was wondering about whether you'd considered any diachronic comparisons, since your data seems to span quite a long time period? I also wondered if you'd observed any coherence within the different brands you're looking at? e.g. I'm doing some work at the moment on product packaging for L'Oréal Men Expert and NIVEA For Men, and there is no evidence in my data for the 'sex appeal' discourse you refer to, but there are particular semiotic resources that LME uses that unifies the brand's appeals to e.g. professionalism and expertise, which is quite different to the sorts of strategies adopted by NIVEA... I really liked your central focus around the phrase 'real men' - so does what it means to be a 'real man' change over time, and is it also dependent on the 'personalities' of the different brands?