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"By talking to those directly involved - the boys themselves - we hope to inform and encourage the debate on the issue"
The past few years have made it clear that boys are extremely susceptible to idealised images of what men are ‘supposed’ to be like. This special report from Credos takes an in-depth look into the potential effects of advertising featuring male models on young adults and children.
This report focuses on the way male models are portrayed in advertising and the media – particularly, whether boys are aware of digitally enhanced imagery and whether this impacts their behaviour.
We surveyed 1,005 boys from primary and secondary schools around the country to explore their attitudes towards advertising and body image and conducted focus groups of boys aged 8 to 18 and with teachers, youth leaders and parents to understand the roots, effects and solutions to boys body confidence.
Picture of Health? is the latest in a series of reports on representation in advertising by Credos, and follows 2011’s Pretty as a Picture (on the effect of airbrushing in ads on women and young girls) and The Whole Picture? on ethnic diversity in advertising.
"By talking to those directly involved - the boys themselves - we hope to inform and encourage the debate on the issue"
Boys who feel it would be difficult to talk to their parents about confidence in their looks
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