Literature Review Of The Old Spice Crews
Running head: LITERATURE REVIEW Literature Review Laureen Brew Email:
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Ramapo College of New Jersey School of Contemporary Arts 505 Ramapo Valley Road Mahwah, NJ
07430 Word count: Literature Review Have an introductory paragraph that gives the reader a sense of
the literature review. Preview what the main categories of literature you have found are and describe
briefly how it gives you the context necessary to answer your question effectively. Hegemonic
masculinity and media consumption It appears that men are more likely to connect with campaigns
that endorse the patriarchic culture of aggression, male dominance and control (Kluch, 2015, p373).
For example, considering the two Old Spice advertising ... Show more content on Helpwriting.net ...
Young Men s Interpretation of fashion According to Frith and Gleeson, men choose fashion trends that
help them to manipulate their appearances in order to meet cultural masculine ideals. Generally, men
believe that masculinity entails not caring about how they look (2004). However, they also seem to be
concerned with meeting a cultural ideal with their fashion choices. Frith and Gleeson found that men
made conscious fashion choices to either hide or emphasize certain body parts in order to attain what
they perceived as the ideal body image. In addition, it appears that men value practicality over
aesthetic (Frith Gleeson, 2004). Similarly, Galilee discovered that despite the theory of the
masculinization of consumption (the idea that in recent years, men are increasingly being viewed as
consumers), young men viewed an interest in fashion and consumption as lacking masculinity (2002).
Galilee found that young men are unlikely to admit an interest in fashion magazines because they
viewed an interest in fashion as not masculine. Nonetheless, young men appeared to utilize fashion to
highlight their individuality as well as their collective identity with their peers (2002). The results
from his interviews suggest that young men often admit to prioritizing quality and
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