Abstract
Abstract The aim of the research was to explore Generations Z’s perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favor in a masculine character or the advertising message centered around masculinity. The author conducted three focus groups with a demographic: Latvian Generation Z. Qualitative content analysis of the focus group interview transcripts was conducted using Nvivo 11 qualitative data analysis software. The research concluded that Latvia’s Generation Z preferred modern masculinity depictions in advertising over traditional ones, and advertisers should not depict masculinity with stereotypes but rather emphasize diversity, self-acceptance, and emotionality and depict masculinity as an important topic.
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