ABSTRACT Since the #MeToo movement of 2017, consumers have been looking for more diversity and inclusion in their world. As a result, advertisers are implementing strategies such as femvertising and even menvertising to win over this more inclusion‐oriented audience. A large number of studies have focused on women, particularly representations of women in femvertising . The aim of this article is to develop an understanding of gender representation by filling in the gaps in existing studies on menvertising . With a view to achieving equity for all people and to better understand the evolution of gender through advertising representations, we conducted a systematic literature review of 236 articles, including lexicometric, bibliometric and in‐depth expert interviews analyses, focusing on masculinity post‐#MeToo and its representation in advertising. We identified various theories and concepts that better enable us to understand the evolution of menvertising , and we developed an initial conceptual model of menvertising . Finally, this study proposes a research agenda to guide researchers in pursuing studies on menvertising .
Sohier et al. (Mon,) studied this question.
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