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Masculinity and Advertising

Gender and Advertising too often means Women and Advertising. Much has been said about this topic, and much more remains to be said. Indeed, a forthcoming issue of this journal will be devoted to women and advertising.

The current issue focuses on the other aspect of gender masculinity and seeks to open up discussion about it in studies of advertising and society. The three interviews published here provide insights about the study of masculinity and the concerns of advertisers about representing and targeting men.

Professor Michael Kimmel of SUNY-Stony Brook almost single-handedly established the academic study of masculinity. In the interview published here, Kimmel describes the origins of his own awareness about men's lives and talks about the political and intellectual issues behind his study of masculinity. His scholarship is essential knowledge for anyone seriously interested in masculinity in American society.

Scott Cromer and Steve Jackson are, by contrast, advertising practitioners whose careers have brought them squarely into contact with the serious issues of the desires, fantasies, dreams, and goals of men. In designing advertising campaigns oriented toward men, they have necessarily had to come to terms with men's lives as well. Their interviews provide another set of perspectives on masculinity for scholars interested in men and advertising.

William M. O'Barr
Editor

 

 

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