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- Title
Race and Masculinity: A Comparison of Asian and Western Models in Men’s Lifestyle Magazine Advertisements.
- Authors
Shaw, Ping; Tan, Yue
- Abstract
This study examines how men of different races are displayed in terms of masculinity types and product types by analyzing the content of 636 ads collected from the three most popular men’s lifestyle magazines in Taiwan, China, and the United States between 2008 and 2010. Western models were found more frequently portrayed as Tough, Macho, and Androgynous, but less frequently than Asian models as Vigorous and Sunny. Global marketers use more Asian models when targeting Asian markets than when targeting American markets. Racial difference was also revealed in types of advertised products.
- Subjects
MASCULINITY in advertising; ADVERTISING &; culture; MEN'S magazines; MEN'S mass media; RACE relations in mass media; MALE models; BODY image -- Social aspects; MARKETING &; society
- Publication
Journalism & Mass Communication Quarterly, 2014, Vol 91, Issue 1, p118
- ISSN
1077-6990
- Publication type
Article
- DOI
10.1177/1077699013514410