The Power of The Ideal Man - Exploring the Effects of using Him in Media

Abstract: The quick growth of the male beauty market and the increased usage of male models in advertising have left companies behind when it comes to understanding how to best advertise male-consumer products. The purpose is to examine how media image exposure of males can become more effective in Sweden. Three research questions were formulated; the first examines the characteristics that define an Ideal Man in Sweden, the second- and third explore the direct- and indirect effects of image exposure of an Ideal Man. The method used to solve the questions is divided into two steps. Step A, uses the concept of Triangulation to examine the first research question. Step B, uses a quantitative questionnaire to solve the second- and third research questions. The result proves that an Ideal Man in Sweden should be Masculine, Sporty and Intellectual, which he could demonstrate by looking Natural, Muscular and by giving an Intense Gaze. The direct effects of idealized images of males are that women's Body Satisfaction and Emotions increase. The indirect effects of idealized image exposure are that men's Buying Intentions increase. The conclusion is that male models that simulate an Ideal Man should be used in advertising to increase its effectiveness.