Group Review: Advertisements in Men vs. Women's fitness magazines

Terrance, Tim, Turea, Sparkle & Stephanie

In comparing muscle to fitness magazines, there were some similarities but a large amount of differences between the advertising in men's and women's magazines. With separate target markets, ads appeal to their associated male or female user, specifically with categorized schemes.

In the Men's Fitness magazine we found that most advertisements were aimed at meeting the needs of body technologies, and only a few found adornments of the body advertised. Within the Shape, women's magazine the number of ads in total were much higher to the men's magazine and conversely targeted adornment of the body and also other marketing ploys not found in men's magazine advertising.

Multiple specific schemes found in the Men's Fitness magazine included a campaign placing the reader as inferior, marketing a supplement for success. The camera angles up towards the model, making the reader see him as an authority figure. With a look of intensity on his face he exudes aggression and dominance (relative to the use of the marketed product). An opposing marketing strategy was typical of the women's magazine by placing the reader on a more even camera angle as the models, yet still somewhat inferior and with more of a promise toward "sexy" transformation. Seeking a desired look, and finding it through programs, products, or lifestyles was an eager advertising ploy in the women's magazine.

One aspect that was found in the men's magazine and not seen at all in the women's was the ideal of hegemonic masculinity. This works with a different type of marketing tool, by emphasizing masculinity and dominance. The ad we found showed a product that is a "must use" to look good, be fit, and attract the opposite sex. The man displayed in the ad stood with confidence and his physique lead consumers to believe the product increased his social stature as well.

We also noted that some ads in the women's magazines had little or no merit when it came to fitness or health. Such as travel destinations, car ads, or even advertised airlines. These lend us belief that feminine and masculine traditional roles are still seen in advertisement, even when it doesn't necessarily relate to the context of the overall magazine.