The fashion engagement grid: understanding men's responses to fashion advertising

This study examines how men who are interested in fashion interpret fashion advertisements. Data are garnered from interviews with adult men who regularly read fashion magazines and buy fashion clothing. Findings reveal that men process fashion advertisements through the same five modes as women. Th...

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Bibliographic Details
Published in:International journal of advertising 2016-05, Vol.35 (3), p.438-464
Main Authors: Barry, Ben, Phillips, Barbara J.
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Fashion
fashion advertising
fashion images
gender roles
Information processing
masculinity
Men
Studies
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Summary:This study examines how men who are interested in fashion interpret fashion advertisements. Data are garnered from interviews with adult men who regularly read fashion magazines and buy fashion clothing. Findings reveal that men process fashion advertisements through the same five modes as women. The current study also demonstrates that men's responses to fashion advertisements can be categorized through the Fashion Engagement Grid which examines men's characterizations of and motivations for fashion behavior. This study expands theoretical understandings of gender in advertising research and recommends advertising elements to attract male consumers.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2015.1037232