Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements …

The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors … aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine … preference for when it comes to masculinity in advertising and that there are statistically significant differences between men …