Looking westwards: Men in transnational men’s magazine advertising in India

  title={Looking westwards: Men in transnational men’s magazine advertising in India},
  author={Suman Mishra},
  journal={Global Media and Communication},
  pages={249 - 266}
  • Suman Mishra
  • Published 5 October 2017
  • Art
  • Global Media and Communication
This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines (Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to… 

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