Abstract
This study examines how men of different races are displayed in terms of masculinity types and product types by analyzing the content of 636 ads collected from the three most popular men’s lifestyle magazines in Taiwan, China, and the United States between 2008 and 2010. Western models were found more frequently portrayed as Tough, Macho, and Androgynous, but less frequently than Asian models as Vigorous and Sunny. Global marketers use more Asian models when targeting Asian markets than when targeting American markets. Racial difference was also revealed in types of advertised products.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
