Taking it Off: Are Models in Magazine Ads Wearing Less?

Magazine advertisements appearing in 3 issues each of 6 magazines (Esquire, Playboy, Redbook, Cosmopolitan, Time, & Newsweek) in 1964 & 1984 are content analyzed to determine if the 1984 ads (total N = 1,112) contain more nudity than the 1964 ads (N = 586). Four dimensions were coded for adult male & female models (demure dress, suggestive dress, partial nudity, & full nudity), as well as male/female model frequencies. Results show that: full nudity & degree of partial nudity were more frequent in 1984 ads; male models dominated general interest & men's magazines, while female models dominated women's magazines, for both 1964 & 1984 ads; in all magazines, women's level of sexually provovative attire was higher in 1984. 3 Tables. C. Grindle