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- W2552013467 abstract "This chapter explores the use of representations of masculinity within Thai alcohol advertising as the basis for expanding the global reach of brands across East Asia. In short, multi-national companies are embarking on the subjectification of East Asian markets through particular (heterosexual) masculine codes. Interestingly, these codes are strongly indebted to Thai heritage and include themes such as Thai nationalism, monarchism and Buddhism. Importantly, these elements that are designed to appeal to Thai men are becoming the basis of the brand appeal to men across East Asia. The chapter argues that simply focusing on the local dynamics of consumerism as a means to make masculinities is limited. Rather, it is important that in order to understand the potential development of East Asian masculinities, an awareness and understanding of global branding is required." @default.
- W2552013467 created "2016-11-30" @default.
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- W2552013467 date "2016-11-15" @default.
- W2552013467 modified "2023-09-25" @default.
- W2552013467 title "“Branding Men”: Exploring Men, Masculinity and Thai Alcohol Brands in East Asian Global Markets" @default.
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- W2552013467 doi "https://doi.org/10.1057/978-1-137-55634-9_9" @default.
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