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This is a Content Analysis study.

On the representation of masculinity in the current Romanian advertising discourse

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Current advertisements in Romania reflect changing representations of masculinity, highlighting evolving societal norms.
The patriarchal image of masculinity is increasingly challenged in Romanian ads, with humor and irony now prominent techniques.
This discourse on masculinity reveals the advertising industry's role in shaping societal perceptions and promoting more diverse images.
Recent trends illustrate the gradual shift towards anti-stereotypes in advertising, suggesting a broader cultural transformation in Romania.

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Analysis reveals shifting gender stereotypes in Romanian ads, indicating a move towards anti-stereotype strategies.

Andreea Petre (2025) studied this question.

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