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1. Images of Men in Advertising

1. Images of Men in Advertising. As images of women become thinner and more “waifish”… …images of men becoming bigger, stronger, more muscular. Print ads for male magazines increasingly emphasize male appearance and men’s bodies Increasingly feature toned and muscular men.

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1. Images of Men in Advertising

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  1. 1. Images of Men in Advertising

  2. As images of women become thinner and more “waifish”… • …images of men becoming bigger, stronger, more muscular

  3. Print ads for male magazines increasingly emphasize male appearance and men’s bodies • Increasingly feature toned and muscular men

  4. Increase in ads for appearance-enhancing products for men • Cosmetic companies now offer special lines designed for men • Not labeled cosmetics • Given masculine labels • Grooming gear • skin supplies

  5. Ads with attractive models don’t have same impact on young boys as on girls • Boys see fewer appearance-related ads targeted towards them • Yet boys suffer body image problems • Increasingly feel pressure to look “bulked up” and muscular

  6. May see significant problem as more ads focus on men’s appearance and more grooming products marketed towards them

  7. 2. Weight Discrimination “The last socially acceptable prejudice”

  8. Physical attractiveness matters in the workplace Directly affects: • Job recommendations • Evaluations of resumes • Recommended starting salaries • Promotional decisions • income

  9. Impact of weight on income • Overweight men pay salary penalty • $1,000 per year per pound overweight • Upper-level managers 20% overweight earn $4,000/yr. less • Overweight people • earn salaries 10% to 20% lower than thinner colleagues • less likely to receive promotions

  10. Impact greater on women • Men generally judged against a medical standard • i.e., table of desirable weights and heights published by Metropolitan Life Insurance Co. • Female executives judged by more aesthetic standard • “size-eight straitjacket” • Heavy women earn 12% less than thinner peers • Heavy men earn 5% less than thinner peers

  11. 16% of employers admitted they wouldn’t hire obese women under any conditions • According to NIH, 55% of Americans are “obese” • 44% of employers would only hire under certain circumstances • On average, overweight women earn $6,710 less than thin women

  12. Legal protection • No legal protection for “appearance discrimination” • Four jurisdictions prohibit weight discrimination: • State of Michigan • Washington, D.C. • Santa Cruz, CA • San Francisco, CA • Otherwise weight discrimination not illegal unless plaintiff is sufficiently overweight to be considered disabled • Americans with Disabilities Act applies

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