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Journal of Advertising Volume 39, 2010 - Issue 4
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Original Article

It's Just a Joke

Charles S. Gulas Raj Soin College of Business, Wright State University
,
Kim K. McKeage Hamline University
&
Marc G. Weinberger Isenberg School of Management, University of Massachusetts Amherst
Pages 109-120 | Published online: 13 May 2013
 
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Abstract

Violence in the media has been an issue of research and public debate for many years. An examination of current humorous ads reveals widespread portrayal of men as victims of violence or in denigrating situations that are construed as humorous. This portrayal of men is an unanticipated twist on traditional themes of gender and subordination and suggests a change in what it means to be "male" in contemporary consumer society.

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