Contact: Phil Ciciora
University of Illinois at Urbana-Champaign
Caption: 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.
Credit: Photo courtesy Jerry Thompson of Thompson McClellan Photographers
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Related news release: Research: Men respond negatively to depictions of 'ideal masculinity' in ads