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'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'

Maclaran, Pauline and Stevens, Lorna (2009) 'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'. Irish Marketing Review, 20 (2). pp. 77-88. [Journal article]

PDF (Analysis of Magners Irish Cider Advertising Campaign) - Published Version


In this paper we go in search of the Celtic soul, tracking its historical intertwining with, and relation to, Irish masculinity, from Ireland's pre-colonial past to its colonial days and finallly to its postcolonial present. We argue that the Celtic soul manifests itself, with great success, in the Magners Irish Cider advertising campaign. We also illustrate how representations of the Irish Celt serve as a means of enabling young male consumers to reconcile the many tensions and contradictions they are experiencing over what it means to perform ideals of masculinity in contemporary Western culture. Magners Irish Cider is a fitting exemplar of how the 'Celtic Soul' is embedded in ideals of Irish masculinity, as it represents and celebrates a myth of mastery over nature that is both alluring and enduring in our culture.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of International Business
Ulster Business School
ID Code:13806
Deposited By: Dr Lorna Stevens
Deposited On:14 Aug 2012 13:38
Last Modified:09 Dec 2015 10:48

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