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'New' Male Consumer

Title: The 'New' Male Consumer: Appearance Management Product Advertising and the Male Physical Ideal in Men's Interest Magazines from 1965-2005.
Name(s): McGrath, Matthew D., 1976-, author
Heitmeyer, Jeanne, professor directing dissertation
Sapolsky, Barry, outside committee member
Fiorito, Susan, committee member
Sullivan, Pauline, committee member
Department of Marketing, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2006
Publisher: Florida State University
Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: This dissertation explores the changing nature of the male consumer market as defined by the mass media. The "peacock revolution" of the 1970s, the "new" man of the 1980s, and the "metrosexual" man of the late 1900s are just a few examples of the mainstream press proclaiming a new ideology and image for American men. In addition to the new exterior image of men, there has been recent discussion of a move toward a heightened level of muscularity as a measure of male beauty. Although there are numerous examples of these suppositions in the press, this research does not support such claims. Using men's lifestyle magazines over a 40 year span (1965-2005) as a source of information the product categories, advertising purchasers, male model body preferences, and sexuality of imagery featuring male models were examined. The advertising of appearance management products, and the individual product categories themselves, have remained consistent over the 40 year time span. This shows a steady interest in clothing and appearance products. Preferred body type for male models in these men's interest magazines has also essentially remained consistent. The mesomorphic body type is the most popular body type, showing a preference for a specific male waist to shoulder ratio over time. Aspects of the male body that have shown variation over time is body fat levels and muscularity. There has been a decrease in the amount of general body fat over time with a low recorded in the 1990s. Muscularity preference has been shown to be in the "somewhat" muscular rating as opposed to the "very" muscular rating, going against the notion that men are idealized to be larger and stronger than ever before. Analysis of advertisements featuring male models shows a consistency of male body exposure and sexuality of imagery. Sexuality of imagery was measured using several distinct methods. One method compared the results of heterosexual and homosexual men and found a statistical difference in response. Overall, this research presents an argument for the consistency of male appearance management product interest, ideal male body type, and sexual nature of advertising in selected men's interest magazines.
Identifier: FSU_migr_etd-2552 (IID)
Submitted Note: A Dissertation submitted to the Department of Textiles and Consumer Sciences in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Degree Awarded: Fall Semester, 2006.
Date of Defense: October 26, 2006.
Keywords: Merchandising, Apparel, Retail
Bibliography Note: Includes bibliographical references.
Advisory Committee: Jeanne Heitmeyer, Professor Directing Dissertation; Barry Sapolsky, Outside Committee Member; Susan Fiorito, Committee Member; Pauline Sullivan, Committee Member.
Subject(s): Marketing
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Host Institution: FSU

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McGrath, M. D. (2006). The 'New' Male Consumer: Appearance Management Product Advertising and the Male Physical Ideal in Men's Interest Magazines from 1965-2005. Retrieved from