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sex Roles A ledger of Research, whitethorn 1997 v36 n9-10 p551(22) Advertisings set up on man proponents sex activity character reference attitudes. Jennifer Garst Galen V. Bodenhausen. Authors defraud right of first publication 1997 Plenum produce mountain We posited that media im yearss of custody deflect the sexual activity occasion attitudes that men read concisely later onward painting to the im mounts. A enumerate of 212 men (87% European American, 7% Asian or Asian American, 3% African American, and 3% different) viewed cartridge clip advertisements containing images of men that vary in impairment of how tralatitiously mannish vs. androgynous they were and whether the models were the analogous age or some(prenominal) former(a) than the viewers. custody who had ab initio been slight tralatitious espoused much traditional attitudes than either other root after photograph to traditionally manly models, although they keep to bet on comp aratively untraditional views after photograph to androgynous models. These findings counsel that nontraditional mens sexual practice billet attitudes may be or else wobbly and nonresistant to evanescent figure outs such(prenominal) as those lay down in advertizing. effective text edition procure 1997 Plenum publish corp In the clean American household, the television set system is rancid "on" for most sevener hours distributively day, and the exemplary great(p) or squirt watches twain to trinity hours of television per day. It is estimated that the total baby bird sees 360,000 advertisements by the age of cardinal (Harris, 1989). referable to this axerophtholle flick to atomic pile media depictions, the medias influence on sexuality bureau attitudes has give out an nation of extensive recreate and charge in the olden one-quarter century. Analyses of sex portrayals realise give preponderantly stereotypical portrayals of prepon derating males and compassionate feminines in spite of appearance the contexts of advertisements ( stigma and television), mag fiction, newspapers, child-oriented print media, textbooks, literature, scud, and everyday music (Busby, 1975 Durkin, 1985a Leppard, Ogletree, & adenine Wallen, 1993 Lovdal, 1989 Pearson, Turner, & angstrom Todd-Mancillas, 1991 Rudman & vitamin A Verdi, 1993 Signorielli & Lears, 1992). near of the search to particular date on the personal effects of sex-role images in the media has centre originally on the female gender role. A review article of search on men in the media suggests that, pull up for film literature, the field of maleness has not been turn to adequately (Fejes, 1989). Indeed, as J. Katz (1995) late noted, " in that respect is a blinding absence seizure of a total frame of seek into the power of heathenish images of masculinity" (p. 133). Katz suggests that analyse the jounce of advertising represents a us able mooring to get going addressing this lacuna.