In print advertisements, the roles of men and women are usually offensive as they are often stereotypical. The contents of various men’s magazine are “reviews of films, music, video games and books…Loaded [magazine] celebrates watching football with a few beers for example, but the Men’s Health reader would forego the drinks, and play the game himself. FHM encourages quality of sex, whilst Front stands for quantity” (Gauntlett, 2002). When men appear in ads they are generally seen as active, providers and macho. In men's magazines, men are usually engaging in physical activities and are usually associated with strength and power. The physical roles that men play in ads are often various types of athletes (tennis, football, baseball players) engaging in sport or as a ladies' man in a club.
-Stephanie S.
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