The New Gender: Advertising to a Metrosexual Market
This research involved an examination of the content of magazine advertising targeted to a metrosexual audience. The research question was: Over the past three years, how has metrosexualism changed advertising strategies in men's magazines? Background research was done on the history of the term "metrosexual," why it exists, what purposes it serves, predictions for the future of metrosexualism, and how marketers and advertisers can maintain and improve successful communication with consumers and their target market. Magazine advertisements from Men's Health magazine and Esquire magazine over a three-year long period were examined and analyzed according to set criteria. After the analysis of the advertisements, the data indicated an increase in the frequency of ads for certain grooming and lifestyle products in Men's Health magazine and both an increase and decrease for products advertised in Esquire magazine.
School:
St. Mary's University
Department:
English - Communication Arts
Research Advisor:
Dr. Jason Chambers
Department of Research Advisor:
Advertising
Year of Publication:
2004