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  • Research: Men respond negatively to depictions of 'ideal masculinity' in ads

    The male response to depictions of ideal masculinity in advertising is typically a negative one, which has implications for advertisers and marketers targeting the increasingly fragmented male consumer demographic, according to research co-authored by Cele Otnes, a University of Illinois professor of advertising and of business administration.

    The male response to depictions of ideal masculinity in advertising is typically a negative one, which has implications for advertisers and marketers targeting the increasingly fragmented male consumer demographic, according to research co-authored by Cele Otnes, a University of Illinois professor of advertising and of business administration.

    Photo courtesy Jerry Thompson of Thompson McClellan Photographers

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      The male response to depictions of ideal masculinity in advertising is typically a negative one, which has implications for advertisers and marketers targeting the increasingly fragmented male consumer demographic, according to research co-authored by Cele Otnes, a University of Illinois professor of advertising and of business administration.

      Photo courtesy Jerry Thompson of Thompson McClellan Photographers

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