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Man to Man: A Content Analysis of Sole-Male Images in Male-Audience Magazines

Richard H. Kolbe and Paul J. Albanese
Journal of Advertising
Vol. 25, No. 4 (Winter, 1996), pp. 1-20
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4189016
Page Count: 20
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Man to Man: A Content Analysis of Sole-Male Images in Male-Audience Magazines
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Abstract

A content analysis is presented of sole-male images appearing in advertisements obtained from "Business Week", "Esquire", "GQ", "Playboy", "Rolling Stone", and "Sports Illustrated" for the year 1993. Only two previous studies have looked exclusively at male images in magazine advertisements. The specific objective of the study was to describe the physical characteristics of the men appearing alone in advertisements. Body characteristics, hairstyles, facial hair, body and head positionings, dimensions of eye contact, clothing styles, and types of adornment were appraised for each male image. The results indicate some uniformity of sole-male images across magazine titles as well as interesting differences. The study establishes a foundation for future research on the portrayal of men in advertising. Suggestions for future research are offered.

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