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

Pauline Maclaran, Lorna Stevens

    Research output: Contribution to journalArticle

    Abstract

    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.
    LanguageEnglish
    Pages77-88
    JournalIrish Marketing Review
    Volume20
    Issue number2
    Publication statusPublished - 2009

    Fingerprint

    Masculinity
    Ideal
    Advertising Campaign
    Colonies
    Nature
    Ireland
    Western Culture
    Mastery

    Cite this

    Maclaran, Pauline ; Stevens, Lorna. / 'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'. In: Irish Marketing Review. 2009 ; Vol. 20, No. 2. pp. 77-88.
    @article{91ed95608bde4978ac3d8fcd1fa5cc54,
    title = "'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'",
    abstract = "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.",
    author = "Pauline Maclaran and Lorna Stevens",
    year = "2009",
    language = "English",
    volume = "20",
    pages = "77--88",
    journal = "Irish Marketing Review",
    issn = "0790-7362",
    number = "2",

    }

    'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'. / Maclaran, Pauline; Stevens, Lorna.

    In: Irish Marketing Review, Vol. 20, No. 2, 2009, p. 77-88.

    Research output: Contribution to journalArticle

    TY - JOUR

    T1 - 'Magners Man: Irish Cider, Representations of Masculinity and the 'Burning Celtic Soul'

    AU - Maclaran, Pauline

    AU - Stevens, Lorna

    PY - 2009

    Y1 - 2009

    N2 - 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.

    AB - 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.

    M3 - Article

    VL - 20

    SP - 77

    EP - 88

    JO - Irish Marketing Review

    T2 - Irish Marketing Review

    JF - Irish Marketing Review

    SN - 0790-7362

    IS - 2

    ER -