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2.1d Males in Advertising: A Content Analysis of Objectified Male Images
Abstract
The aim of the study was to explore the extent of objectifying male images in contemporary, male-targeted, magazines. Objectification was defined as male images with ideal bodies, disrobed bodies, and sexualized bodies. Objectification Theory suggests that males who view objectifying images over time will start to self-objectify, a state that is a precursor to other more dangerous body cognitions and behaviors. A content analysis of full-page advertisements published in magazines between 2015 and 2017 was used. Results suggest that clothing advertisers continue to use impossible-to-obtain images of the male body and that advertisers of supplements use objectified and sexualized images to sell their products in men’s magazines. Academics and practitioners should be aware that these advertised products, among an array of product categories, were the most problematic and incorporate these findings into the planning of additional consumer advocacy efforts and as a starting point for future research.
First & Corresponding Author
Adrienne Muldrow, East Carolina University
Authors in the order to be printed.
Adrienne Muldrow, East Carolina University