Die werbliche Inszenierung des Mannes in Männermagazinen

Ein historischer Abriss am Beispiel der Werbeanzeigen im Playboy (1970–2020)

Abstract

Content analyses are often used to research gender portrayal in advertising. What is missing, especially in the case of men, is a historical analysis of the portrayal of the male sex. For this reason, this paper examines just this in print advertisements of the American „Playboy“. „Playboy“ was deliberately chosen because it is the world's best-known men's magazine, which is still published today. (Gunelius, 2009, 168) The focus is on the change in the portrayal of men in the magazine and which form of stereotyping is present in the ads.

To answer these questions, a quantitative image content analysis was conducted following Geise & Rössler's (2012) model of theoretical dimensioning of image levels. A correlation between current ads and a less stereotypical representation was found. Furthermore, a correlation between older ads and a more masculine portrayal was found.