男性身体不断增长的商业价值：对女性杂志广告的纵向调查
The growing commercial value of the male body: a longitudinal survey of advertising in women's magazines.
作者信息
Pope H G, Olivardia R, Borowiecki J J, Cohane G H
机构信息
Biological Psychiatry Laboratory, Harvard Medical School/McLean Hospital, Belmont, Mass., USA.
出版信息
Psychother Psychosom. 2001 Jul-Aug;70(4):189-92. doi: 10.1159/000056252.
BACKGROUND
With the advances of feminism, men have gradually relinquished their once-exclusive 'masculine' roles as fighters and breadwinners. In response to this change, the male body may have gained in relative importance as one of the few surviving marks of masculinity. We hypothesized that these trends might be quantified by using a commercial measure such as advertising.
METHODS
We examined the proportion of exposed male and female bodies portrayed in advertisements between 1958 and 1998 in two leading American women's magazines.
RESULTS
In both magazines, the proportion of undressed women in the advertisements has changed little over the last 40 years, whereas the proportion of undressed men has increased dramatically, especially since the early 1980s.
CONCLUSIONS
Trends in commercial advertising offer tentative support for the hypothesis that the male body is increasing in importance as a mark of masculinity--at least as judged from the actions of advertisers seeking to influence women's attitudes.
背景
随着女权主义的发展，男性逐渐放弃了他们曾经作为战士和养家糊口者的专属“男性化”角色。作为对这一变化的回应，男性身体可能作为少数尚存的男子气概标志之一而变得相对更加重要。我们假设这些趋势可以通过使用诸如广告这样的商业手段来量化。
方法
我们研究了1958年至1998年间美国两份主要女性杂志广告中所描绘的男性和女性身体暴露的比例。
结果
在这两份杂志中，广告中未着装女性的比例在过去40年里变化不大，而未着装男性的比例则急剧增加，尤其是自20世纪80年代初以来。
结论
商业广告中的趋势为男性身体作为男子气概标志的重要性日益增加这一假设提供了初步支持——至少从试图影响女性态度的广告商的行为来看是这样。
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