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    Hypermasculinity in Advertising: Selling Manly Men to Regular Men →

    womenaresociety:

    A review of advertising in men’s magazines shows that more than half support the idea of hypermasculinity, which researchers say “may be detrimental to both men and society at large.”

    Using the image of manliness to sell products to men has been around since the dawn of advertising. From Ronald Reagan selling cigarettes to Marky Mark selling underwear, there are a host of glossy images associated with masculinity. 

    As Don Draper illustrates on Mad Men, there’s power in advertising, and a Canadian research team set out to determine just what type of power is being used to sell products to young, impressionable men.

    Megan Vokey, a Ph.D. candidate at the University of Manitoba, and colleagues published a study in the journal Sex Roles examining the use of hypermasculinity—an over-the-top portrayal of masculine stereotypes—in magazine advertising. 

    Hypermasculinity in Advertising

    The term “hypermasculinity” first appeared in a 1984 study by Donald Mosher of the University of Connecticut. According to Mosher, is consists of three factors:

    callous sexual attitudes toward women

    the belief that violence is manly

    the experience of danger as exciting

    The danger in these stereotypes, the Canadian researchers said, is that they are linked to social and health problems in North America, such as drug use, reckless driving, and domestic violence.

    The Canadian research team sifted through eight popular men’s magazines on varying topics directed at different reader groups, from Golf Digest to Game Informer. They looked for advertisements that were directed toward men through their imagery or wording.

    The team found that at least one hypermasculinity variable appeared in 56 percent of the 527 advertisements they identified. Some magazines’ advertisements included hypermasculine messages a whopping 90 percent of the time. Publications with the highest rates of hypermasculine ads were aimed at younger men of lower socioeconomic status.

    The Effects of Hypermasculinity

    The authors of this latest study on hypermasculinity argue that the concentration of advertisements targeted toward young men is “an area of real concern, as they are still learning appropriate gender behaviors, and their beliefs and attitudes can be subtly shaped by images that the mass media repeatedly represent.” 

    They also said that men with limited social and economic power are more likely to adopt a tough persona and to use violence to gain respect. These kinds of advertisements send a message that these traits are acceptable. 

    “The widespread depiction of hyper-masculinity in men’s magazine advertising may be detrimental to both men and society at large,” the researchers concluded. “Although, theoretically, men as a group can resist the harmful aspects of hyper-masculine images, the effects of such images cannot be escaped completely.” 

    While the press release announcing the study was entitled, “Aggressive advertising makes for aggressive men,” the study authors fail to demonstrate a cause-and-effect relationship. Further research is required to prove that advertising is driving these hypermasculine ideals, not the men in the audience.

    The Truth Isn’t Always in Advertising

    Women, of course, are not immune to stereotypes in advertising. Open a copy of Cosmopolitan and you’ll be bombarded with images of Photoshopped beauty queens selling everything from perfume to tampons.

    From the Marlboro Man to Dos Equis’ Most Interesting Man in the World, idealistic views of what it means to be a man will be forever present in advertising. 

    Whether or not we buy into them is another thing entirely. 

     Here’s one easy way to determine whether an image is a reflection of real life: if someone is trying to sell you something, they’re probably not afraid to distort the truth.

    "They’re just magazines, calm down"

    — 1 year ago with 249 notes
    #advertising  #masculinity  #gender  #marketing  #sociology 
    eschergirls:

icykitty submitted:



I’m not convinced yet…
Women are totally not objectified to sell merchandise… right? …

If she’s all the excitement I need, why do I need to play the game?  I’ve already got a picture of her thanks to the ad. :D

Apparently, there’s actually a Wartune ad that’s even MORE obviously selling sex than that one:





You have to admire the people behind these ads, they’re not pretending their audience might be interested in the game at all.

    eschergirls:

    icykitty submitted:

    I’m not convinced yet…

    Women are totally not objectified to sell merchandise… right? …

    If she’s all the excitement I need, why do I need to play the game?  I’ve already got a picture of her thanks to the ad. :D

    Apparently, there’s actually a Wartune ad that’s even MORE obviously selling sex than that one:
    You have to admire the people behind these ads, they’re not pretending their audience might be interested in the game at all.
    — 1 year ago with 112 notes
    #video games  #WarTune  #reader submission  #advertising 
    mechcanuck:

dashburst:

“If it doesn’t sell, it isn’t creative.” ~ David Ogilvy

Yeah, say that to all of the stunningly brilliant shit I’ve fallen in love with over the years that was taken away because no one else was buying it. 

"If it doesn’t sell, congratulations: You’re not pandering to people with lots of disposable income and making whatever the fuck you want."
Fixed that for you, David.

    mechcanuck:

    dashburst:

    “If it doesn’t sell, it isn’t creative.” ~ David Ogilvy

    Yeah, say that to all of the stunningly brilliant shit I’ve fallen in love with over the years that was taken away because no one else was buying it. 

    "If it doesn’t sell, congratulations: You’re not pandering to people with lots of disposable income and making whatever the fuck you want."

    Fixed that for you, David.

    — 1 year ago with 9 notes
    #David Ogilvy  #quote  #marketing  #advertising  #creativity 
    Important for Webcomic Creators!

    hpkomic:

    Webcomic creators, please be aware that there are a pair of Android Store apps featuring your content called DailyComix. One of them is free and ad-supported, while the other is $1.99.

    I see no evidence of creators who have comics featured in these apps are getting any compensation for their work being included on the service. At most I see a blurb on the site about “supporting the comics you like”. There are no links to actual comic sites within the app at all, however.

    I am pretty sure this is a bad thing. I’ve also got a full list of comics from the site.

    • 8-Bit Theater
    • A Girl and Her Fed
    • A Softer World
    • Abstruse Goose
    • AmazingSuperPowers
    • AppleGeeks 3.0
    • Awkward Zombie
    • Basic Instructions
    • Bear Nuts
    • Blip
    • Brain Dead
    • Buttersafe
    • Calamities of Nature
    • Capes & Babes
    • Ctrl+Alt+Del
    • Curvy
    • Cyanide & Happiness
    • Dan & Mab’s Furry Adventures
    • Dark Legacy Comics
    • Darths And Droids
    • Dead Philosophers in Heaven
    • Derideal
    • Diesel Sweeties
    • Digger
    • Dinosaur Comics
    • Dragon Ball Multiverse
    • dream*scar
    • DreamKeepers - Prelude
    • Dresden Codak
    • Dumbing Of Age
    • Earthsong Saga
    • Eerie Cuties
    • El Goonish Shive
    • Emergency Exit
    • Evil Diva
    • Exterminatus Now
    • Fey Winds
    • Girl Genius
    • Girls with Slingshots
    • Goblins
    • Grim Tales from Down Below
    • Gunnerkrigg Court
    • Hark! A Vagrant
    • Homeless Heroes
    • Housepets
    • InHuman
    • Least I Could Do
    • Lightyears Away
    • Looking For Group
    • Magick Chicks
    • Manly Guys doing Manly Things
    • Megatokyo
    • Menage a 3
    • Misfile
    • Nerd Cubed
    • Nuclear Delight
    • Octopus Pie
    • Oglaf
    • Order of the Stick
    • Over Compensating
    • Penny Arcade
    • Perry Bible Fellowship
    • PHD Comics
    • Phoenix Requiem
    • Player Vs Player
    • Powerpuff Girls Doujinshi
    • Questionable Content
    • Real Life Comics
    • RecklessComix
    • Red Meat
    • Rival Angels
    • Romantically Apocalyptic
    • Rooster Teeth
    • Sandra and Woo
    • Saturday Morning Breakfast Cereal
    • Scandinavia and the World
    • Scenes From a Multiverse
    • Schlock Mercenary
    • Shortpacked!
    • Sinfest
    • Sister Claire
    • Slightly Damned
    • Sluggy Freelance
    • Something of That Ilk
    • Something Positive
    • Sore Thumbs
    • Spinnerette
    • Strawberry Death Cake
    • Sugar Bits
    • Super Effective
    • Supernormal Step
    • The Book of Biff
    • The Devilbear
    • The Dreamland Chronicles
    • The Gutters
    • The Trenches
    • Three Panel Soul
    • Tin the Incompetent Ninja
    • Today Nothing Happened
    • Trying Human
    • Tuesday with Everything in it
    • Twokinds
    • User Friendly
    • VG Cats
    • Weregeek
    • Wondermark
    • xkcd

    I am sure this a talented, enthusiastic programmer who doesn’t realize he may be hurting these artists with this app, so I am sure some friendly e-mails are coming his way. Really, I don’t suggest being dicks about this thing, but I think it is pretty important to be firm about owning your comics and dictating how they are delivered to readers. If your webcomic relies on ads to continue, this is pretty much taking that revenue from you, which can be a problem.

    Anyway, just a word of warning to you all. Maybe I am reading into this incorrectly, but I don’t see any mention of compensation for creators who have their content displayed through the app.

    Emy…

    — 2 years ago with 107 notes
    #webcomics  #android  #app  #creators  #rights  #advertising  #revenue  #content  #might be worth a look 

    awkwardshoulders:

    nova-bright:

    yellowcars:

    Men Can Stop Rape’s new College Bystander Intervention campaign.

    Actual good anti rape campaign posters! They don’t shame victims, they ask people to examine their own actions and inactions and protect their friends. And not in a gross excuse for chivalry either, just as people keeping people safe.

    I like this. 

    I really really like this idea. Sexual assault doesn’t happen in a vacuum. If you see something sketchy and you are able to help, then do it. Don’t be a bystander. 

    \mmm/

    (via fuckyeahfeminists)

    — 2 years ago with 55058 notes
    #advertising  #awesome 
    learninghowtosmile:

xx-rapunzel-xx:

viciouslysweetval:

mybodymyjourney:

The differences are major.

every ad is retouched in some way shape or form and it needs to stop.

————
Fem Friday. mmhmm. I’m sure many girls know that Photoshop is used in just about all magazines these days, but they just don’t know to what extent.

Knowing that images are retouched doesn’t necessarily allow the brain to separate that information when viewing these images.  In fact, it may even be more painful to know that the images aren’t true; if even the models aren’t good enough to have their pictures in magazines without manipulation, what is that supposed to say to adolescent girls whose bodies are probably nothing other than normal?

    learninghowtosmile:

    xx-rapunzel-xx:

    viciouslysweetval:

    mybodymyjourney:

    The differences are major.

    every ad is retouched in some way shape or form and it needs to stop.

    ————

    Fem Friday. mmhmm. I’m sure many girls know that Photoshop is used in just about all magazines these days, but they just don’t know to what extent.

    Knowing that images are retouched doesn’t necessarily allow the brain to separate that information when viewing these images.  In fact, it may even be more painful to know that the images aren’t true; if even the models aren’t good enough to have their pictures in magazines without manipulation, what is that supposed to say to adolescent girls whose bodies are probably nothing other than normal?

    (via fuckyeahfeminists)

    — 2 years ago with 2210 notes
    #feminism  #advertising 
    blackandwtf:

Date unknown
Overstocked with a large supply of men’s spring and winter coats, a clothier in Copenhagen, Denmark, adopted a unique sales scheme. He erected a scaffolding around his store building and completely covered it from roof to sidewalk with more than a thousand overcoats. The novel display attracted prospective customers in such droves that police were summoned. Although the police ordered the proprietor to remove the display, he succeeded in selling all the overcoats.

    blackandwtf:

    Date unknown

    Overstocked with a large supply of men’s spring and winter coats, a clothier in Copenhagen, Denmark, adopted a unique sales scheme. He erected a scaffolding around his store building and completely covered it from roof to sidewalk with more than a thousand overcoats. The novel display attracted prospective customers in such droves that police were summoned. Although the police ordered the proprietor to remove the display, he succeeded in selling all the overcoats.

    (via panzertron)

    — 2 years ago with 1404 notes
    #fashion  #advertising  #vintage  #history  #photo  #awesome 

    that-yellow-bird:

    lookoutsideyourself:

    brokenhallelujahacme:

    Sex Workers Need HUMAN RIGHTS, Not Legal Wrongs

    *TURN OFF THE BLUE LIGHT, IRELAND POSTER CAMPAIGN*

    Always reblog.

    This is wonderful.

    (via fuckyeahfeminists)

    — 2 years ago with 63606 notes
    #sex work  #feminism  #advertising  #civil rights 
    Dr. Pepper: Our product is "not for women" →

    snakelivsey:

    aquapunk:

    sunbeetle:

    aquapunk:

    Well. That’s about as blatant as it gets, amirite?

     I dunno, to be honest I’m kind of pleased that they’re marketing a diet product to men, especially after all the Special K posters I’ve been walking past recently (FOR GIRLS! Because you’re all too fatty fat fat and exercise isn’t ladylike so you have to have cardboard for breakfast)

    I think at this point the only way you can make a diet product and get men to buy it is to make it a boys’ club thing, because otherwise they’ll look totally gay for buying a diet drink, which are always marketed to women because women are all total fatties and should worry about it all day every day.

    Unlike the products that are “too awesome” for women (see: Yorkie bars), I guess this is sort of a flailing stumble in the right direction? Of course I haven’t actually seen the ad, just read this post, so maybe it is marketed as too awesome for women, in which case fuck you Dr Pepper.

    Yeah, that’s what I was thinking. They realized the problem (that losing weight not through rigorous weight-lifting at the gym is thought of being too girly), but they didn’t… do a very good job of trying to rectify the misconception, and instead just used it as a way to sell the product. Doing both would be hard as hell from a marketing standpoint, I’ll admit, but c’mon. We’ve got some pretty disturbingly brilliant minds in advertising. Too bad they never seem to use their powers for good.

    I’m not sure what to make of disappointment in advertising. To me, it’s much like hearing the phrase “disenchantment with Wall Street,” or something. You should turn your back on advertising. You may be wasting a lot of time (not to mention embittering yourself) on concerning yourself with having it changed. Turn your back on it and do not feed it. It then starves and is reborn as something else per chance to succeed. It’s not about whether a group likes or dislikes an ad. It’s about whether someone talked about it, and in many cases not even that. All you have to do is see it and they’re satisfied. Turn your back.

    EDIT: In other words, women should drink the fuck out of this product to show Pepsico how incredibly stupid they are.

    Advertising shouldn’t be beyond (or below) criticism or discussion. Sure, there’s no such thing as bad publicity, but at the same time it’s not a zero-sum game. In fact, it should be dissected the hell out of by the consumer, because only when we turn the subliminal into the conscious can we become aware of our spending habits, and what things prompt us to spend as silly as they might seem when they finally see the light of day. Advertisers want mindless consumerism that doesn’t question what their ads mean beyond “buy me”, and when its rejection, I’m sure they’d rather it be mindless rejection also. Because if we never find out why something didn’t speak to us, then it’s a localized instance, and it remains difficult to apply that thinking to a recognition of a broad pattern of behavior that can then be turned into a social dialogue about what we, as a culture, are really thinking and desiring from the people and world around us.

    Having women buy Dr. Pepper as a reactionary backlash is meaningless— because that’ll tell Coca Cola that being offensive works. They’re not interested in why people are buying their product, only that they are. It would be positive reinforcement of something that I’d rather not condone. ;B

    (Source: fuckyeahfeminists, via daggerbyte)

    — 2 years ago with 87 notes
    #Dr. Pepper  #sexism  #advertising  #fail  #disappoint  #substance