A content analysis of the portrayal of men in advertising: Gentlemen's quarterly 1985-2000

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dc.contributor.advisor Sorce, Patricia
dc.contributor.advisor Austin, Bruce
dc.contributor.author Mason, Maryrose
dc.date.accessioned 2012-05-03T20:09:03Z
dc.date.available 2012-05-03T20:09:03Z
dc.date.issued 2003-08-21
dc.identifier.uri http://hdl.handle.net/1850/14999
dc.description.abstract This thesis examines images of men and the products they promote in Gentleman 's Quarterly (GQ) magazine using the symbolic interaction theory of gender display developed by Erving Goffman in his monograph Gender Advertisements (1979). The study examines advertising images for evidence of sexual objectification of men, and reports on the extent different product types use gender displays to attract a male target market. 332 advertising images appearing in GQ from 1985 to 2000 were coded in ten categories of ritual display: setting, image position, image dominance, skin exposure, body portrayal, self-touch, gaze, and product type. The study concludes that trends of sexual objectification of men in GQ advertising are not revealed by application of Goffman's theory and method. en_US
dc.language.iso en_US en_US
dc.relation RIT Scholars content from RIT Digital Media Library has moved from http://ritdml.rit.edu/handle/1850/14999 to RIT Scholar Works http://scholarworks.rit.edu/theses/3090, please update your feeds & links!
dc.subject Communication en_US
dc.subject Gender en_US
dc.subject Image en_US
dc.subject Objectification of men en_US
dc.title A content analysis of the portrayal of men in advertising: Gentlemen's quarterly 1985-2000 en_US
dc.type Thesis en_US
dc.description.college College of Liberal Arts en_US
dc.description.department Department of Communication en_US
dc.contributor.advisorChair Hope, Diane

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