TV Ads With Muscular Actors
Make Men Depressed

Television images of muscular men lifting weights and endorsing products like deodorants leave men feeling depressed and unhappy with their muscularity, which may lead to steroid abuse and unhealthy, extreme exercising, University of Central Florida researchers say.
While a number of studies have shown how images of thin, beautiful models affect women’s self-esteem, UCF professor Stacey Tantleff-Dunn and graduate student Daniel Agliata are among the first to examine how “a culture of muscularity” affects the well-being and self-esteem of men.
Boys are exposed to the culture at an early age, when they play with muscular action figures, Tantleff-Dunn said.
“The level of muscularity and attractiveness that are idealized in the media often are not attainable for the average man,” Tantleff-Dunn said. “Men see more of a discrepancy between how they want to look, or think they need to look, and the image they see in the mirror. Such discrepancies can cause the dissatisfaction and low self-esteem that lead to extreme and often unhealthy actions, such as eating disorders, exercising too much and steroid abuse.”
The study involved 160 UCF students, who were divided into two groups for the study. Both groups watched an old game show episode, but they saw different, modern commercials during the game show.
One group saw ads that featured primarily muscular, young and bare-chested men in commercials advertising products such as deodorant and cologne. Another group saw ads for financial, telephone and automobile companies that mainly featured men aged 30 and older wearing business or casual clothes at home or in a business setting.
Students who saw ads with muscular, bare-chested men reported feeling more depressed and less satisfied with their muscles, while the other students reported feeling much less depressed after watching the show.
More studies are needed to show how the “culture of muscularity” affects the moods, dieting and workout habits of men, the researchers said.
“The key will be to help people develop realistic expectations about their appearance, as well as the appearance of others, and avoid buying into ideals that are impossible or unhealthy to attain,” Tantleff-Dunn said.
Thoughts???????
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September 16th, 2008 at 2:37 pm
What bothers me most is not that the media keeps feeding us such images, its that the medical community keeps telling us its unattainable, or even unhealthy. Of course its attainable! Just look around you! Anytime im out, i just have to look around to see several men displaying the “unattainable” shape. And unhealthy? Sure, abusing anything is unhealthy including exercise, but you dont have to abuse anything to get in shape (granted you have a head on your shoulders and willpower to keep it up). And its obviously healthier than “accepting” your spare tire! I think this situation came about because the female ideal IS unhealthy by definition, so they just copy/paste the same song without thinking that men are radically different. Our metabolism doesnt need as much stored fat as women, we dont have to abuse drugs to get muscular or lean, etc. Plus, men have evolved with the NEED for lots of exercise since we were the ones running after the food millions of years ago. Now the food runs after us (figuratively) and we die of heart attacks and strokes by a significantly higher margin than women.
Anyway, just typing my thoughts