Abstract

This study examines how the Chevrolet Corvette has influenced the development American hegemonic masculine ideals in post WWII United States. A content analysis of print advertisements for the Chevrolet from 1959 to 2011 was conducted. This study examines the way the Chevrolet Corvette has been advertised in the United States, and how it has shaped the way American men view masculinity. Doing Gender Theory, Advertising Theory, and Hegemonic Masculine Theory are all applied to the advertisements used in the study. These theoretical models supplied the framework for the way Chevrolet's advertisements shaped America's understanding of what masculinity represents. I found that the Corvette was associating itself with a specific type of masculinity, one that caters to affluent, middle age, white males.

Advisor

Gunn, Raymond

Department

Sociology and Anthropology

Disciplines

Gender and Sexuality

Publication Date

2012

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2012 Myles R. McGinnis