A new study has found that male students were unable to tell the difference between sexist statements in so-called 'lads' mags' and statements made by convicted rapists.
The researchers said that although lad culture had measurably declined, 'ironic' use of racist and sexist humour was still prevalent and unintelligible from the real thing.
In one, 274 American college students were asked to identify whether quotes were from publications such as Nuts, Zoo, Loaded, FHM, and UniLad or from rapists.
They were unable to do so, on the whole.
Surrey University psychologist Professor Peter Hegarty, said:
These latest studies demonstrate how a concrete source of social influence (lads' mags) can shape the expression of a prejudice that is generally considered unacceptable in an egalitarian society.
However – in a microcosm of what we have seen in the lads' mag market in recent years – when the extreme hostility of the content of lads' mags is made obvious, men are more likely to reject these magazines.
So, taking the same test, can you tell which is which?
Take the quiz, below: