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VOL. 7, ISSUE 1 (2025)
Depiction of masculinity in print advertising in vogue magazine
Authors
Cordelia Yvette Synnah, Kamaljit Chirom
Abstract
This research paper explores the depiction of
masculinity in print advertisements featured in Vogue magazine, focusing on
parameters such as diversity, body positivity, hyper-masculinity, and the
breaking of stereotypes. By examining a representative sample of advertisements
over a specified period, this study aims to understand how modern masculinity
is portrayed in one of the world’s leading fashion publications. The findings
reveal a complex landscape where traditional notions of hyper-masculinity often
coexist with emerging themes of inclusivity and body positivity. While some
advertisements continue to reinforce conventional masculine ideals –
emphasizing physical strength, dominance, and traditional gender roles–others
challenge these norms by featuring a more diverse range of male models in terms
of race, body type, and gender expression. The study highlights significant
progress in the portrayal of masculinity, with a noticeable increase in ads
that celebrate body positivity and break away from stereotypical
representations. However, it also underscores the ongoing challenges and
inconsistencies in fully embracing a more inclusive and holistic depiction of
masculinity in fashion advertising. This analysis contributes to the broader
discourse, suggesting that while strides have been made, there is still
considerable room for improvement in achieving a balanced and progressive
portrayal of masculinity.
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Pages:38-44
How to cite this article:
Cordelia Yvette Synnah, Kamaljit Chirom "Depiction of masculinity in print advertising in vogue magazine". International Journal of Social Research and Development, Vol 7, Issue 1, 2025, Pages 38-44
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