Beauty and Body Image in the Media

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Review Of Literature

Beauty and Body Image in the Media ( Men )

Review – 1

From the ,

Journal of Marketing Communication
Vol. 11. No. 1. 3-19. March 2005

Idealized images of the male body in
advertising: a reader-response exploration


Warwick Business School. University of Warwick, Coventry. UK. Harris Manchester College University of Oxford. Oxford. UK

Introduction :

This is a study which particularly focuses on how men are being portrayed in advertisements

This study has used an interpretative methodology for exploring men's reactions to the representation of male bodies in advertising, particularly when men are portrayed in a sexual or naked pose and complimented past studies by investigating whether or not men felt that they were being objectified or exploited in advertising in the same manner as critical and feminist literature has suggested in relation to women. The extent to which men felt that the representation of idealized male images in advertising had an adverse effect on their self-image and self-esteem is discussed. Emergent interpretive themes include homophobia, gender stereotyping and the legitimization of the exploitation and use of sexuality in marketing.

This study set out to explore the extent to which men may be similarly negatively affected by idealized representation of male bodies and the ways in which they negotiate the meaning of representations and their coping strategies for any emotional disturbance.

Representations of the Male Body in Advertising :

The researchers have focused on how men are portrayed in advertisements , and they have collected responses from many other researchers . All these researchers have commonly said that , men have become more preoccupied with muscularity because it is still perceived as a cultural symbol of masculinity. Men are developing an "Adonis complex' and eating disorders after being overexposed to idealized and...
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