Race and Masculinity

Abstract

This study examines how men of different races are displayed in terms of masculinity types and product types by analyzing the content of 636 ads collected from the three most popular men’s lifestyle magazines in Taiwan, China, and the United States between 2008 and 2010. Western models were found more frequently portrayed as Tough, Macho, and Androgynous, but less frequently than Asian models as Vigorous and Sunny. Global marketers use more Asian models when targeting Asian markets than when targeting American markets. Racial difference was also revealed in types of advertised products.