Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … traditional advertisements. Moreover, the perception of advertisements is infl uenced by the level of both benevolent and hostile … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a …