Browsing 2017 MU theses - Freely available online by Title "Beer is for boys; wine is for women : how women perceive portrayed ideas of masculinity in alcohol advertising"
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Beer is for boys; wine is for women : how women perceive portrayed ideas of masculinity in alcohol advertising
(University of Missouri--Columbia, 2017)This research explores how women's perceptions of the portrayed ideas of masculinity in beer advertising may risk isolating potential female consumers. This paper examined how women make sense of their own social identity ...