[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-144334-en":3,"doc-seo-144334-105":29,"detail-sidebar-cat-0-en-105":89},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":11,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":11,"language":21,"language_code":22,"site_id":23,"html_lang":22,"table_of_contents":24,"faqs":25,"seo_title":26,"seo_description":14,"update_tm":27,"read_time":28},144334,687207020761,"Oliver Hayes","https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d",2,"Literature","Gender Bender Brand Hijacks and Consumer Revolt - The Porsche Cayenne Story - Excerpt","Gender Bender Brand Hijacks and Consumer Revolt uses engaging vignettes to show how purchases and branded experiences function as identity signals. The excerpts trace how men’s masculinity is reinforced or questioned through cars, drinks, cigarettes, and movies, while product categories are intentionally gendered by marketers. It reviews historical and contemporary brand strategies, highlighting how Marlboro repositioned masculinity and how Diet Coke and Coke Zero shifted gender appeal through research, packaging, and advertising.","Source: MYCB Book . [www. MyCBBook. com](www. MyCBBook. com)  \nGender Bender Brands ...  \nGENDER BENDER BRAND HIJACKS AND CONSUMER REVOLT  \nThe Porsche Cayenne Story  \nJill Avery, Harvard Business School, USA  \nLarson tells you that he bought his new Ford Mustang because of its performance characteristics, touting its 4.6 liter V8 engine that generates 315 horsepower and torque power like he’s never felt before. He and his dad spent years in their garage rebuilding old Mustangs from the 1960s when he was growing up.  \nThe crowd is thick atthe bar and John has to shout so that the bartender can hear. As John yells,“A cosmopolitan with Stolichnaya Razberi,”the crowd surrounding him goes quiet and then erupts into laughter. John quickly adds,“…for my girlfriend. And a Jose Cuervo tequila shot for me.”  \nCarlo laughs when you ask him whether he smokes Marlboro cigarettes in order to be a cowboy. He tells you that Marlboros generate the densest smoke, thick and syrupy, just like he likes it. He’s always smoked Marlboro because that’s what the older boys in his neighbor smoked when he was a teenager.  \nWalking out of the theater, Dalton just shakes his head when you ask him whether he liked the movie he has just seen, Confessions of a Shopaholic, starring Isla Fisher as a Manhattan writer with a shopping addiction. Smiling, he points to his girlfriend who gushes about the movie. While she is speaking, he rolls his eyes and pretends to slit his own throat.  \nIn today’s world, the things we buy serve as identity markers, communicating who we are or who we would like to be to others around us. People who know us use our consumption as clues to understand who we are, and they judge us based on what we buy, use, and do. Our consumption communicates a lot of different things about who we are. Think about how the clothes someone wears helps tells us whether they are rich versus poor, conservative versus liberal, old versus young, yuppie versus bohemian, urban versus rural, showy versus modest, hip versus mainstream.  \nOne central part of who we are is our gender identity—our sense of ourselves as women or men. Larson, John, Carlo, and Dalton are typical guys and they choose products, brandsand consumption experiences that reflect who they are. What these consumers have realized is that the products and brands they use and the consumption experiences they choose contribute to their identity as men. Their masculinity is judged by the cars they drive, the drinks they order, the cigarettes they smoke, and the movies they like. Buy the wrong thing and one’s masculinity is questioned; buy the right thing and one’s masculinity is secured. Across many different product  \ncategories, things are gendered. Think about how easy it is for you to match the following products with either menor women:  \n• Harley-Davidson motorcycle vs. Vespa scooter  \n• Mountain Dew vs. Diet Coke  \n• Chevy Corvette vs. Volkswagen Cabriolet  \n• Jack Daniels whiskey vs. Turning Leaf chardonnay  \n• Entourage vs. Sex in the City  \nThroughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to menor to women. One classic example comes from The Altria Group, formerly known as Philip Morris. The Marlboro cigarette brand, known today for its rugged American West imagery, actually began life as a cigarette targeted towards women. Early advertising for Marlboro from the 1920s featured the tagline “Mild as May.” It was only in the 1960s that Marlboro created the Marlboro cowboy and the mythical place he inhabits,“Marlboro Country,”which has fueled the masculine image the brand enjoys in the marketplace today. Today, the Marlboro brand team hosts smokers at the Marlboro Crazy Mountain Ranch in Montana to let them live out their cowboy fantasies. Atthe same time that the company was giving the Marlboro brand a masculine make-over, it introduced Virginia Slims, a cigarette targeted to wo","cbCainROID6fd4Y3","https://ap.wps.com/l/cbCainROID6fd4Y3","pdf",738666,1,"English","en",105,"# Gender Bender Brand Hijacks and Consumer Revolt - The Porsche Cayenne Story\n## Identity, consumption, and gender\n## Gendered product categories and marketer targeting\n## Marlboro and the construction of masculinity\n## Diet Coke vs. Coke Zero and shifting audiences","[{\"question\":\"How does the excerpt connect consumption to gender identity?\",\"answer\":\"It argues that what people buy and use communicates identity, and that masculinity is assessed through branded choices like cars, drinks, cigarettes, and preferred movies.\"},{\"question\":\"What examples illustrate how product categories become gendered?\",\"answer\":\"The text compares paired products such as Harley-Davidson vs. Vespa, Mountain Dew vs. Diet Coke, and Jack Daniels vs. Turning Leaf to show that brands are easily mapped to men or women.\"},{\"question\":\"How did Marlboro’s branding evolve to strengthen a masculine image?\",\"answer\":\"Marlboro began as a cigarette targeted toward women, then in the 1960s adopted the Marlboro cowboy and the “Marlboro Country” mythology, reinforcing rugged masculine appeal.\"}]","Gender Bender Brand Hijacks and Consumer Revolt - 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