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Men's Health presentation
Transcript of Men's Health presentation
CONTENT ANALYSIS FOCUS OF OUR STUDY look further into the advertisements of men's health magazine to see what types of ads are featured PUTTING RESEARCH INTO CONTEXT SAMPLE AND ACCESS sampled men's health
gained access from cooper library
wrote a blurb about what and how the advertisement was selling
50 minutes per magazine
Latent Content analysis
initially began with material and Non-material category
evolved to appearance which then broke down
final four categories: sex appeal, physical health, fashion and other
cross referenced data with each other: inter-coder reliability artifacts: magazines and the individual ads within them THEMES MEANING OF FINDINGS FUTURE
DIRECTION ARTICLE TOPICS
ARRANGEMENT OF ADVERTISEMENTS
TECHNIQUES OF MARKETING
COMPARISONS OF MEN'S AND WOMEN'S MAGAZINES physical health Sex appeal fashion Ashley scala, Jessie morgan, rachel gutmann and lauren quinn Men's health is the largest men's lifestyle magazine brand in the world, with a circulation of 1.8 million Readership demographics
43 median age
53 percent married
$ 81,763 Median household income Source: American List council. <alcdata.com/market> "readers of magazines are more likely to look at ads targeted specifically to them...[they] are more likely to trust magazine ads, rather than TV or internet ads, and see ads as informative, complementary to the content, and helpful in making decisions"
-Straubhaar, Larose, and Davenport, 2008 "it is clear that men are being sexualized and objectified in an effort to appeal to multiple audiences"
-Rohlinger, 2002 "the sophisticated advertising appeals of the last few decades have attempted to turn men into consumers, with emphasis on improving their appearance"
-Mcgrath, 2005 29.82% 21.75% 23.16% 25.27% The "new" male consumer: Appearance management product advertising and the male physical ideal in men's interest magazines from 1965-2005
-Mcgrath 2005 Eroticizing men: cultural influences on advertising and male objectification
-Rohlinger 2002 references