Men who exhibit violent sexual aggression could be doing so as a result of sexist advertising. Researchers have uncovered evidence that suggests major publications generate biased adverts that perpetuate harmful macho stereotypes.
"The widespread depiction of hyper-masculinity in men's advertising may be detrimental to both men and society at large," said lead researcher Megan Vokey.
The study, conducted at the University of Manitoba, examined 527 advertisements from eight male-driven magazines including Playboy, Maxim, Fortune, Golf Digest, Field and Stream, Game Informer, Esquire, and Wired. Advertisements were marked for the perceived "hyper-masculine" message they were sending to men.