Male Representation in Super Bowl Commercials 2019

Bibliographic Data

ID23038509
AuthorsVu Thi Phuong Quynh (University of Languages and International Studies, corresponding author)
Year2023
Volume39
Issue3
Pages128-151
Publication date2023-06-30
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueVNU Journal of Foreign Studies (JOURNAL)
Journal identifiersISSN: 2525-2445 • E-ISSN: 2525-2445
PublisherVietnam National University of Languages and International Studies (PUBLISHER)
DOI10.63023/2525-2445/jfs.ulis.4870
OpenAlexW4396616376
LanguageEN
References cited13

Gender, especially female, representation in advertising has been extensively studied in recent decades; however, few studies have looked into male representation in the current media landscape. This article presents a multimodal critical discourse analysis (CDA) study on the contemporary depiction of men in Super Bowl commercials. Focusing on 57 advertisements aired during Super Bowl 2019, the research finds that male representation in TV advertisements is still largely confined by traditional male norms, despite the recent transformation in societal male roles. Besides, the findings also suggest that in negotiation with the rise in female power, male power does not decline, but varies in manifestation. Other findings include the dualistic view in male portrayal, and the normalization of men as the target of jokes. The study serves as an appeal for the reinvention of masculinity in today’s world, and for more visible, creative efforts to challenge traditional male stereotypes in advertising and media.

Advertising · Business · Political science · Politics · Representation (politics) · Computer Science · Digital Games and Media · Law · Media, Gender, and Advertising · Sports, Gender, and Society

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