Abstract

This thesis examines images of men and the products they promote in Gentleman 's Quarterly (GQ) magazine using the symbolic interaction theory of gender display developed by Erving Goffman in his monograph Gender Advertisements (1979). The study examines advertising images for evidence of sexual objectification of men, and reports on the extent different product types use gender displays to attract a male target market. 332 advertising images appearing in GQ from 1985 to 2000 were coded in ten categories of ritual display: setting, image position, image dominance, skin exposure, body portrayal, self-touch, gaze, and product type. The study concludes that trends of sexual objectification of men in GQ advertising are not revealed by application of Goffman's theory and method.

Library of Congress Subject Headings

Advertising, Magazine--History; Men in advertising--History

Publication Date

8-21-2003

Document Type

Thesis

Student Type

- Please Select One -

Department, Program, or Center

Department of Communication (CLA)

Advisor

Sorce, Patricia

Advisor/Committee Member

Austin, Bruce

Comments

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in December 2013.

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

Download

Share

COinS