Advertising Images of Men: Body Size and Muscularity of Men Depicted in Men’s Health Magazine

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Abstract Despite an increasing incidence of body image and eating disturbances in men, research on men and the ways in which they are affected by the media remain greatly under-documented. Given the fact that men are not immune to media images and are increasingly objectified in the media (Rohlinger, 2002), some men may be under as much pressure as women to achieve cultural ideals of physical appearance depicted by the media. The media not only reflects cultural environments but it can also actively shape social norms as being recognized as an important socialization agent. In Western cultures, the male appearance ideal is leanness with defined musculature. Emphasis on muscularity for male body ideals has also been noted with children’s action toys (Baghurst, Carlston, Wood, & Wyatt, 2007). Although men are not targeted as obviously as fitness magazines target bodybuilders, men are increasingly targeted by advertisements in health and lifestyle magazines concerning how to improve their shape, tone their m...