menMagazine advertisements are designed to sell products to readers, but new research uncovered an unsuspected impact. More than half of ads targeted toward men reinforce hypermasculinity, which promotes callous, aggressive, violent behavior toward women and sex.

Megan Vokey, lead author of the University of Manitoba’s research report, found that 56 percent of the eight magazines examined featured at least one ad that promoted hypermasculine characteristics. Some of the individual magazines were more extreme with 90 percent of their ads depicting hypermasculinity.

Hypermasculinity in media images has substantial impact on how men perceive women by reinforcing negative stereotypes.

The authors conclude that all men are not impacted by magazine advertisements, but most are.

“Although theoretically, men as a group can resist the harmful aspects of hypermasculine images, the effects of such images cannot be escaped completely,” the authors write.

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