Cheesecake and beefcake: No matter how you slice it, sexual explicitness in advertising continues to increase

Citation
T. Reichert et al., Cheesecake and beefcake: No matter how you slice it, sexual explicitness in advertising continues to increase, JOURN MASS, 76(1), 1999, pp. 7-20
Citations number
53
Categorie Soggetti
Communication
Journal title
JOURNALISM & MASS COMMUNICATION QUARTERLY
ISSN journal
10776990 → ACNP
Volume
76
Issue
1
Year of publication
1999
Pages
7 - 20
Database
ISI
SICI code
1077-6990(199921)76:1<7:CABNMH>2.0.ZU;2-G
Abstract
Previous research revealed that sexually oriented appeals in American adver tising had become increasingly explicit through the mid-1980s. This study u pdates earlier research by assessing images of women and men in magazine ad s in 1983 and 1993. Results show that both genders were portrayed move expl icitly and through more sexually intimate contact in 1993. Women were three times more likely than men to be portrayed explicitly, but for the first t ime, images of men were shown to be more explicit in the 1990s, albeit in s maller numbers than women. Portrayals of women and men were most explicit i n women's and men's magazines.