Beauty, Brawn, Or Brains: Idealized Male Images in Advertising

Patricia Warrington, Purdue University
Anna Gourgova, Purdue University

Beauty, Brawn, or Brains:  Idealized Male Images in Advertising

Patricia T. Warrington, Purdue University

Anna Gourgova, Purdue University

 

Many agree that advertising presents idealized images of individuals and the American lifestyle (Richins 1995).  Evidence indicates that men as well as women make social comparisons to advertising imagery and that these comparisons impact male self-perceptions (Gulas and McKeage 2000).  The purpose of this exploratory study is to identify the types of idealized male images prevalent in contemporary print advertising from the perspective of the individual consumer.  The results suggest that consumers tend to categorize idealized print images of men in terms of types of attractiveness that emphasize culturally desirable lifestyle characteristics.
[ to cite ]:
Patricia Warrington and Anna Gourgova (2006) ,"Beauty, Brawn, Or Brains: Idealized Male Images in Advertising", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 344-345.