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

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Josefine Bengtsson; [2012]
   Keywords : Male Image Ideals; Third Person Effect; Social Comparison; Masculinity; Affect-Attraction Model;

   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. READ MORE