Advertisements and Concepts of Masculinity.

I need help creating a thesis and an outline on Advertisements and Concepts of Masculinity. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. Advertisements play a significant role in the construction of masculine stereotypes. For example, a study conducted by Grogan and Richards (2002) explored the impact of advertisements on boys between the ages of 8 and 16 and young adult men. The results of the study revealed that males in all age groups and the young adult men felt that body images portrayed in advertisements indicate that being lean and muscular were attributes of a healthy male. Moreover, being overweight was entirely inconsistent with masculinity and was a sign of weakness. Thus there was a prevailing lack of sympathy and prevailing blaming and shaming involved where males were overweight. All of the participants expressed a great deal of pressure to be lean and muscular (Grogan & Richards, 2002, p. 219).

A study conducted by Kolbe and Muehling (1995) also revealed that children, in general, evaluate advertisements and products in gender terms and thus are affected by gender roles prescribed by-products within advertisements. The effects of media on images of gender roles have always been a serious concern for parents, caregivers, policy-makers, and educators for decades (Eisenstock, 1984, p. 417). Social comparison theory and sociocultural theories of body image indicate that boys can incur significant problems when confronted with masculinity ideals that are unrealistic and impossible to achieve (Hargreaves and Tiggeman, 2004, 351).

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This research study will investigate the problematic effects of advertisements as a media outlet relaying concepts of masculinity on school-aged boys. The media effects of boys are under-researched and since boys are just as vulnerable to media effects as girls are, there is a need to research and understand how media affects boys’ images and informs their concept of masculinity. By researching the effects of advertisements on concepts of masculinity for school-aged boys, the proposed research will contribute to closing an important gap in the literature.

Reports of deadly violence in school, youth gangs, persistent drug use, and a number of social problems are largely attributed to school-aged boys and media effects (Gordon, Lahey, Kawai, Loeber, Stouthamer-Loeber, & Farrington, 2004).

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