3/31/2024 0 Comments Leapfrog connect problemsTo find out, we examine branded content by brands such as The Man Company, Mens XP, Bombay Shaving Company, through the various stances they have taken in their branded content: What kind of a stance do the brands take when they speak up for men? Do they present an idealistic vision and try to reshape currently accepted notions of masculinity? Or do they just try to emotionally connect with the audience by mirroring their current beliefs around a compelling story? In a cultural discourse dominated by women’s voices and issues, these brands aim to speak up for men. In any case, they also try to lend a voice to and speak up for men on other days as well. Brands that sell products to men, and hence have a reason to champion masculinity, often produce content for the day. A new addition to the list is ‘International Men’s Day’ on November 19. Brands that want to participate in cultural discourse often wait for the “Days” - Mother’s Day, Women’s Day, Father’s Day, Daughter’s Day and so on, in order to do so.
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