The Representation of Ethnic Minority Men in Print Advertisements: A Content Analysis
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Traditionally gender studies on advertising have focused on women. The present study investigates how ethnic minority men are represented in advertisements in male audience magazines. A content analysis approach was used to rate human male figures, both real life and illustrated, in a sample of advertisements from selected magazines in 1983 and 2003. Overall, Caucasian males were portrayed more positively in advertisements. However, over time, representations improved of ethnic minority men improved in both number and style.