Repeated Idea 4: Male Superiority/Manipulation

A regular characteristic of Men's Health magazine is a "what women want" sell-line:

Women are often objectified, as in the front cover above:

the female model is literally draped around the male model and she also happens to be standing behind him, almost in his shadow - this is a portrayal of male superiority.

Repeated Idea 3: New Male Sensitivity

Men's Health role models are constructed not only to show strong, macho values but also to have a sensitive, human side.

Poster Boy: David Beckham

-husband

-father

-family man

-sportsman

Masculinity Test

Repeated Idea 2: Male Narcissism

Front cover image:  Men’s Health has famously made the male torso, and particularly the six pack, the defining feature of masculinity.

Model has physical, 'macho' attributes,

body stance,

physically attractive,

often the colour is drained from the image of the male to make him seem more like a machine.

Repeated Idea 1: Quick-fix problem solving

Various examples on the front covers of "quick fix solutions". Numbers are often used to place numerical values on these solutions to give a time-scale. This gives the reader a clear image of how "quick" the solutions claim to be.

Articles within the magazines themselves elaborate upon these quick fix solutions.

They often provide personal experiences in order to make them more believable.

Familiar formula of Men's Health

A familiar formula throughout each issue of:

• conquering/fighting
• dealing with stress
• role model 'banner sell'
• easy weight loss
• dangerous foods
• giving sexual satisfaction
• anxiety-promoting sell-line
• masculine words - lean, strong, tough, fitter, faster

The representation of masculinity on the front cover is the embodiment of the desires/aspirations/goals conveyed by the sell-lines. His gaze directly addresses the reader in an act of interpellation.

Men's Health

Typical characteristics of Men's Health:

• the layout of creates a strong brand identity
• there is always an emphasis on losing weight - quickly/enjoyably/effortlessly
• regular "what women want" sell-line
• banner strap-line dedicated to role models
• advice about beating your rage
• tips about muscle foods/diet
• 'warning' sell-lines which (possibly) provoke anxiety about the future