Exploitation: comparing sexual and violent imagery of females and males in advertising.

This study examines the way female and male models are portrayed in magazine advertisements. Specifically, we focus on differences in sex role stereotyping, sexual display of the body, and violent imagery. Data were collected from a stratified random sample of magazines displaying fashion and fitness advertisements (N = 254). Findings from the analysis show that females are more likely than males to be placed in submissive positions, sexually displayed, and subjects of violent imagery. Sexual display and violent imagery measures are the strongest predictors of subjective level of exploitation.