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Masculinity, Place, and Beer Advertising in New Zealand: The Southern Man Campaign

1997; Wiley; Volume: 53; Issue: 2 Linguagem: Inglês

10.1111/j.1745-7939.1997.tb00495.x

1745-7939

Robin Law,

Sport and Mega-Event Impacts

Abstract The ‘Southern Man’ advertising campaign for Speight's beer mobilizes imagery of the South Island High Country to present a particular construction of masculine identity. The paper examines the background to the campaign and explores the meaning and impact of the advertisements.