Previous empirical research has examined the effect of advertising image idealization on self-image issues, but many of these studies neglect to take into account the effects on men. By developing an experiment to include key components from previous methods of research, the present study investigates the effects of gender portrayal in advertising images. The purpose of this study is to examine consumers' responses to the advertising stimulus, or the advertising images of gender. Inconsistent with past research, findings suggest there is less disparity between men and women's reactions after viewing gender portrayals in advertising images. It is suggested that there is a slight increase in negative self-image attitude and anxiety for both genders after viewing advertising images of their gender.

Library of Congress Subject Headings

Body image in men; Body image in women; Sex role in advertising

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Schroeder, Jonathan

Advisor/Committee Member

Lee, Ki-Young

Advisor/Committee Member

Dwyer, Laurie


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: BF697.5.B63 D45 2011


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