Are all models created equal? A content analysis of women in advertisements of fitness versus fashion magazines

The current study is a content analysis of women appearing in advertisements in two types of magazines: fitness/health versus fashion/beauty chosen because of their large and predominantly female readerships. Women appearing in advertisements of the June 2007 issue of five fitness/health magazines were compared to women appearing in advertisements of the June 2007 issue of five beauty/fashion magazines. Female models appearing in advertisements of both types of magazines were primarily young, thin Caucasians; however, images of models were more likely to emphasize appearance over performance when they appeared in fashion magazines. This difference in emphasis has implications for future research.