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Because the magazines in the sample contained approximately british society of animal science three british society of animal science times as many advertisements as articles, systematic sampling was used to obtain an advertisement sample of a similar size. Every third advertisement in each magazine was selected for inclusion. To prevent problems related to periodicity (e.g., in case similar british society of animal science ads were placed in the same location in different issues of a magazine), a different starting point, ranging from the first ad to the third ad, was used. The contents of the articles and advertisements were coded using categories adapted from previous research (Nemeroff, Stein, Diehl, & Smilak, 1995; Petrie et al., 1996) and augmented based on the literature review conducted for this study. Two coding sheets--one for advertisements and one for articles--were developed, along with a detailed codebook. CODING OF IMAGES The level of fat and muscularity of each adolescent or adult male image (excluding cartoons or drawings) was coded using two separate scales adapted from an existing instrument, the male scale (Law & Labre, 2002).
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