As a group we compared the Men's Fitness Magazine, the percentage of ads compared to White and Gillett (1994) found in original study. We found the dietary supplement (83% to 52%) had a higher percentage compared than what was found in the original study. Body building equipment and knowledge system were below what White and Gillett found. While examining the Women's Fitness Magazine (Shape), we found in all three of the women's categories we were below what White and Gillett originally found in their study. For example, we found in our magazine predominately advertised dietary supplements just like the men's magazines did but did not go above the average found in the original study. We did not find it necessary to create other categories for the women's magazines because the ads we found fit the three main categories used to describe the men's fitness magazines (dietary supplement, body building, and knowledge systems).
We found in the Men's fitness magazine we examined three main themes; positioning reader as inferior, promise of transformation, and hegemonic masculinity. The first theme, positioning reader as inferior, we found on page 37, the advertisement is consider to be inferior because it shows a man lifting a cow over his head. This advertisement showed that if you use the product ProComplex then you will be able to be strong enough to pick up a cow. By showing the strength of the model used, they are displaying there strength in an unique manner. The next theme men's fitness magazine focused on was promise of transformation. Promise of transformation represents the before and after image after the use of a product. For example, on page 185, the ad shows a before and after image of the male models. Despite what may or may not be the truth of these images the advertisement shows the completely transforming after using the supplement. Finally, the last theme we found throughout the men's fitness magazine is hegemonic masculinity. Throughout the magazine, our group felt from the cover of the magazine to the very last page the majority of the magazine was hegemonic masculinity. We felt this way because constantly we as the audience was exposed to anything from big, bulky unrealistic muscles on the males to seeing sexual dominance ads with females,all were seen throughout the magazine.
The themes found in the women's magazine were different than what we found in the males. First like the men's fitness magazine, we saw a lot of transformation ads. We noticed compared to the men's ads there were more transformation advertisements used for dietary supplementary products and were bigger displays compared to men's. For example, on page 31-33, there were two pages completely covered of just transformation (before and after) pictures of females that used the dietary supplement. By using the transformation theme, the advertisers were able to show the effectiveness of the product on the actual body. This theme our group came up on our own was sexual appeal. We found sexual appeal was a predominately theme throughout our magazine. We saw ads from girls trying to seduce to guys with their body after using the dietary supplement. We saw on page 21, the advertiser used an attractive male and female to sell their product. We saw this from the way the models were dressed, their facial expression and body language to draw in the audience to the product.
Throughout both magazines we found similarities and differences based on the theme, advertisement and images used. In both magazines, we found transformation was used to show the effectiveness of the product on a male or female body. We saw differences in the images used in the transformation theme, in the men's fitness magazine, the after images were of men showing off there muscles, being stronger and bigger. In the women's magazine, in the after images presented the females were skinny and many of the images stated the amount of weight the women lost which we never saw in a men's ad. Overall throughout both magazines, the men's fitness magazines focused on becoming big, bulky, stronger compared to the females were focused on losing weight, being skinny but not too muscular.
-Chelsea, Paxin, Tyler Clifton
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