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The emergence of the self-conscious male in recent times has created a niche market for male audiences. Companies have employed global advertising – using advertisements for products in English, with the intent of attracting consumers internationally – in order to appeal to the target demographic. Using advertisements in men’s magazines, marketers communicate messages about masculinity to male readers in order to persuade them to subscribe to products geared towards men. In this study, a content analysis of 172 ads from 5 different men’s magazines in the Philippines was conducted in order to study the portrayal of models in advertisements, as well as the techniques used by advertisers in defining and portraying masculinity. An online survey was also conducted, with 100 respondents comprised of readers of men’s magazines residing in Quezon City. Findings from the content analysis revealed that advertisements in men’s magazines in the Philippines make use of Caucasian models in advertisements for fashion, while Asian models are used in health and cosmetics-related products. The survey, on the other hand, revealed that Filipino men’s definition of masculinity, as well as their lifestyles, are indeed influenced by these advertisements, but only to a limited extent, and mainly about staying in good shape and looking presentable.

Francisco, M. S. (2010). Marketing manliness: Global advertisements in men’s magazines and how they affect Filipino male audiences’ perceptions on masculinity. Unpublished thesis, University of the Philippines College of Mass Communication.

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Subject Index: Self-consciousness(Awareness), Advertisements, Masculinity, Male models

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