Magazine Cover Analysis

I still love Terminator movies!

Media Language: The most noticeable element on the piece is the image of Arnold Schwarzenegger.  Although he is not as ubiquitous as he once was, he is still iconic to this day.  He is even recognizable by one name (like Madonna or Elvis) as is demonstrated on the magazine cover (“T3 Arnold Exclusive”).  His face and muscular torso are synonymous with action films, and the entire cover design seems to be evoking the fantasy world created by those movies.  Behind Arnold are the colors of fire, which put one in mind of an explosion, and that combined with the sunglasses and black gloves on his person help to enhance the action film illusion.  Arnold’s head partially covers the name of the magazine which shows that the designers have confidence in the public’s familiarity with their brand.  The text “GET LEAN” actually overlaps the image of Arnold which tries to appeal to the desires of the magazine’s readership.  Positioned next to a picture of the actor in his prime can make readers wish to learn the secret of becoming as lean as Arnold.  The next most noticeable bit of text is “20 INCH ARMS in 3 BIG MOVES” positioned next to Arnold’s 20 inch arms.  Again, this seems to meant to tap into the fantasy world of action films where male heroes have giant muscles.  While the focus of the magazine seems to be bodybuilding and exercise, this particular cover attempts to equate fitness with being a cool, hardcore, hero.

Institution: Magazine cover

Genre: Men’s bodybuilding and exercise magazine

Representation: Although there are many forms and definitions of masculinity, this particular image of Arnold Schwarzenegger represents a popular ideal for masculinity: the strong, and brave, heroic man.  This is an archetype of manhood that goes back to ancient times (Samson, Gilgamesh, Hercules, Beowulf), and it manifests today in our adoration of athletes, firefighters, soldiers, and, of course, actors like Arnold.  Although the actor’s level of apparent toughness and physical beauty isn’t achievable for most readers of Muscle and Fitness, his image works for representing the high standard that those who exercise and body build may hope to achieve.  Again, he just represents the popular ideal.

Audience: The target audience is males (of perhaps any age beyond puberty), especially those who are interested in getting fit or bodybuilding.  The image appeals to two desires in the target audience: to be healthy, and to be sexually attractive.  Men who have (or even just want) an exercise routine or gym membership may be interested some up-to-date literature about getting the most out of the workout.  Also men in general (gay or straight) equate fitness with sex appeal.  The idea that being muscular serves to insure that a man can be a bread-winner and protector has not gone out of fashion even though many lucrative careers do not depend on physical strength.  Since that’s the case, muscular men are thought to be appealing as mates.  Men themselves believe this, and sometimes long to have a body more like Arnold’s.  These core desires help to win the magazine a wide readership, and to make money by selling ad space to companies that make health, hygiene, nutrition, sports, and fitness products for men.  Of course, any company that makes products that appeal to men (automotive, entertainment, fashion, etc.) are likely to advertise as well.

Values and Ideals: Again, this magazine cover capitalizes on the popular ideal that a man who is valuable as a mate, and valuable to society is tough, physically fit, and healthy.

Narrative: This cover tells a combination of stories drawn from Arnold Schwarzenegger’s many films in which a brave and muscular man saves the day.  The story here is that one should build muscles in order to achieve similar heroic feats should the situation arise.  Almost every man knows that stories featuring Arnold’s characters are pure fantasy, but it doesn’t stop us from living the fantasy a little when we work out (or by the products advertised in the magazine).