MAN TO MAN - A CONTENT-ANALYSIS OF SOLE-MALE IMAGES IN MALE-AUDIENCE MAGAZINES

A content analysis is presented of sole-male images appearing in adver tisements obtained from Business Week, Esquire, GQ, Playboy, Rolling S tone, and Sports Illustrated for the year 1993. Only two previous stud ies have looked exclusively at male images in magazine advertisements. The specific objective of the study was to describe the physical char acteristics of the men appearing alone in advertisements. Body charact eristics, hairstyles, facial hair, body and head positionings, dimensi ons of eye contact, clothing styles, and types of adornment were appra ised 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 portra yal of men in advertising. Suggestions for future research are offered .