Masculinity In Advertising

Introduction

The goal of this research is to study the portrayal of males in television advertising. This analysis was conducted in order to determine the role of males in society, how the psychological factors and sociological factors have shaped masculinity and attributed stereotyped notions with the term 'male’. Exposure to the medium of television may determine men and women’s definitions and beliefs regarding masculinity and male identity. Television has been chosen as the medium because it combines picture, colour, sound and motion, which makes it as one of the most powerful medium of advertising. While conducting the research, the researcher found out that most people were likely to notice advertisements on television rather than any