Advertising, Masculinity, Youth Identity Formation

This book is about Advertising, Masculinity and Youth Identity Formation. the authors explained youth awareness and perception of masculinity portrayal in alcoholic beverages advertisement in their self identity formation and social relation. The author averred that advertising provided symbol domains that had become imposing agents of gender reality, self identity and social roles development for youths in modern society and advertisements in the alcoholic beverages industry were not an exception. Gender differentiation strategy of males and females were used to promote consumerism culture, portray and reflect subtle stereotypes across gender classification. It recommended that adverts of alcoholic product should consider underage group who are among the audience within the reach of promotional messages. They should therefore insert warning messages and conspicuous warning labels in their promotional material in corporate social responsibility function.