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Publication Date

Fall 2010

Degree Type

Thesis - Campus Access Only

Degree Name

Master of Science (MS)

Department

Journalism and Mass Communications

Advisor

Tim Hendrick

Subject Areas

Mass Communications

Abstract

This quantitative study analyzed 1,358 male-only advertisements in five American magazines. GQ, Esquire, Playboy, Rolling Stone, and Sports Illustrated were analyzed from 2004 to 2009. Esquire (12%) had the lowest percentage of ethnic minority advertisements, followed by GQ (16%), Rolling Stone (30%), Playboy (32%), and Sports Illustrated (35%). However, Esquire (88%) and GQ (84%) had the highest percentages of Caucasian male models of the five magazines. Furthermore, Esquire (60%) and GQ (47%) had the highest percentages of expensive product advertisements, while GQ (7%) also had the least expensive. GQ (630) and Esquire (397) had the most male-only advertisements of the five magazines. In contrast, Playboy (59) had the lowest number of male-only advertisements. This study showed that ethnic minorities continue to be underrepresented as male models in print advertisements.

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