| Sumario: | This study is a content analysis of the functions of sole males appearing in advertisements obtained from Business Week,Esquire,GQ,Playboy,Rolling Stone,0 and Sports Illustrated for the year 1993. The specific objective of the study was to ascertain how men appearing by themselves are incorporated into advertisements. Functions—the purpose people serve in the ads—were assessed by examining the sole males' roles and occupations, how their images were incorporated into the physical space in the visual portion of the ad, and what their presence contributed to the overall ad execution. Differences were found across magazine titles regarding the nature and use of sole-male images in ads. In total, the results suggest a need to closely evaluate male images in advertisements. Suggestions for future research are offered. Reprinted by permission of the publisher.
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