This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most salient (...) collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. (shrink)

Context: Cognitive science, as an interdisciplinary research endeavour, poses challenges for teaching and learning insofar as the integration of various participating disciplines requires a reflective approach, considering and making explicit different epistemological attitudes and hidden assumptions and premises. Only few curricula in cognitive science face this integrative challenge. Problem: The lack of integrative activities might result from different challenges for people involved in truly interdisciplinary efforts, such as discussing issues on a conceptual level, negotiating colliding frameworks or sets of premises, (...) asking profound questions challenging one’s own paradigm, and differences in terminologies, as well as from the “personal” challenge of realising one’s own limits of knowledge and, hence, the need to trust in another person’s expertise. This implies that the proposed curriculum structure provides an “epistemic laboratory”: a space for experiencing and negotiating, as well as constructing different viewpoints in a trustful setting. Approach: A newly-designed interdisciplinary cognitive science curriculum is presented that is based on a constructivist epistemology. We suggest that a careful construction of the learning space is a necessary requirement. The MEi:CogSci curriculum is designed and structured in such a way that enables didactical measures that allow for collaborative construction of meaning by discussing concepts, methods and terminologies and also hidden assumptions. Findings: The experience with four cohorts of students has shown that a truly interdisciplinary approach to cognitive science demands a different attitude towards knowledge as well as towards teaching and learning on both sides: the teacher and the student. The research orientation promotes an understanding of knowledge as something that is actively constructed, rendering the role of the teacher that of a co-learner rather than a transmitter of knowledge, thereby also changing the responsibility of students. (shrink)