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Personal Brand in Online Advertisements: Comparing White and Brazilian Male Sex Workers

Abstract We examine marketing strategies used by Brazilian and white American male sex workers in their online advertisements and the degree to which ethnicity is emphasized as an aspect of personal branding. The results show that both groups emphasize similar aspects that are important in the sex trade, particularly their physical attributes, although emphasis and details vary. The results also suggest that male sex workers are cognizant of ethnic and racial preferences or fetishes and use them to enhance marketability in their online advertisements.