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Mirrors of Masculinity: Representation and Identity in Advertising Images

✍ Scribed by Schroeder, Jonathan E. (author);Zwick, Detlev (author)

Book ID
118131532
Publisher
Informa UK Limited
Year
2004
Tongue
English
Weight
242 KB
Volume
7
Category
Article
ISSN
1025-3866

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## Abstract The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities el