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http://dx.doi.org/10.5392/JKCA.2013.13.07.080

Content Analysis of Sexual Images in Men's Magazine Advertisements -Metrosexual, Retrosexual, Homosexual-  

Lee, Eunsun (홍익대학교 광고홍보학부)
Ahn, Jungsun (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.13, no.7, 2013 , pp. 80-90 More about this Journal
Abstract
Despite the growing popularity of gay consumers as a fetching niche market, there has been little academic attention paid to the homosexual themes in print media, especially compared to research on gender, race, and sex imagery in ads. The present study aims to fill this void by examining advertisements with three different target audiences(homosexual, metrosexual, retrosexual consumer) through a comparative analysis of contemporary magazine advertisements. In this present study, we analyzed ads in three leading men's magazines (Out, GQ, and Maxim). Product (product category, price, and luxury brand) and human model (basic descriptions, sexuality, status, and masculinity) characteristics in ads were analyzed as the variables signifying the degrees of gay themes in ads across three magazines. The results showed that more expensive luxury brands were placed in GQ and Out than Maxim, and more male models were under-sexualized in Maxim than GQ and Out.
Keywords
Advertising Content Analysis; Sexual Image; Men's Magazine; Gay Consumer;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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