Magazine Cover Deconstruction

1. What do you think about this person based on the cover of the magazine? How does he look? How does he make you feel?

He is young athletic individual that takes pride in his appearance. He chooses to amplify his physique through body-building techniques used to build muscles and promote macho-ism.  He looks strong and his facial expression gives the illusion that he is very serious about his work. Personally he makes me feel like I do not work out enough.

2. What is the main purpose of this magazine?

The purpose of Muscle and Fitness magazine is to inspire individuals to become more active. They amplify words such as Lean, and 20 inch Arms to get the attention of potential consumers.

3. Describe who you believe is the magazine's intended readership.

The magazine uses bright colors, bold font, and a well-known celebrity to glorify the benefits of working out. Intended readers of this magazine I believe are described as young, middle-class individuals that are searching for ways to better themselves. They might already be obsessed with their appearance but need a different solution to increase their positive self-esteem.  

4. What lifestyles, values, points of view are represented or omitted?

The lifestyle presented is of a person who is somewhat arrogant. They are confident in how they look. They work hard to keep getting stronger and won’t stop until they are better than everyone else. Perseverance, determination and goal setting are three important values you can detect when viewing the front cover. Your common everyday person and their appearance was conveniently missing, in a way, this is encouragement for those individuals to become like the person in the picture. Women and the female body builders were left out, perhaps saying that men are the only gender concerned with muscles and fitness.  We might also note that even though steroids were not as big of a deal when the magazine was published, in today’s knowledge we might suspect they were used as a performance enhancing drug for his appearance.  

 1. What do you think about this person based on the cover of the magazine? How does he look? How does he make you feel?

He is an approachable, professional Politician.  He looks authoritative and in control. He is trying to appear as a down to earth businessman, someone everyone could respect and trust. He might be described as “A man of the people.”   His trusting and playful stare makes us question who he really is. Is this the real politician or is there another side?

2 What is the main purpose of this magazine?

The cover suggests that the purpose of the magazine is to educate readers on such topics as politics, economics, celebrity gossip and lust. The cursive magazine title gives it a more classy upscale appeal. Most typical magazines use large bold font in generic print, however this magazine attracts a different following simply from its title.

3. Describe who you believe is the magazine's intended readership.

The magazine targets upper class, highly educated, intrinsically motivated individuals who are interested in not only politics but the basic Hollywood gossip.   The magazine is trying to appear friendly by putting a familiar face on the cover, to entice inquisitive personalities of non-targeted classes, to increase reader response.

 4. What lifestyles, values, points of view are represented or omitted?

The blue collar worker is completely overlooked, as the magazine’s targeted audience seems to be white collar Americans.  Political figures, politics, economics, celebrity gossip and lust are a few points of views represented on the cover.  Values suggested from the visual media are hard work, a friendly face, and direct eye contact can help promote ordinary working class to extraordinary leader.
 
1. What are the differences between the two covers? What techniques are used to attract your attention? Pay attention to body language, clothing, camera angle, lighting, color, eye contact, ect. How do the differences influence what you think and feel about the person?

 Some basic differences between the two covers include the same celebrity but different aspects of their personality; the focus audience for each magazine is made clear through their wardrobe differences and the eye contact versus sunglasses. The covers of both magazines use several different techniques to draw the consumer in. Appealing aspects of these covers are a focal point of a single celebrity, bold font, and dynamic personal hygiene.   Body Language used in Muscle and Fitness shows the main focus as the bulging bicep. All other insignificant areas blend in to the background through photo camouflage, such as sunglasses covering his eyes.  Esquire magazine chose a different angle completely. They chose to emphasize his friendly eyes, by significantly covering his muscles and showcasing a custom fitted suit. Muscle and Fitness outfitted Arnold in a bland, plain-colored muscle tee to emphasize his physique, while Esquire wanted to display his political side by dressing him in a stylish patriotic suit. Muscle and Fitness uses a face forward camera angle to truly show-off his 20 inch arm, whereas Esquire positions Arnold slightly off center with his face and commanding finger turning to find you. Consumer selling points and straplines highlighting high interest articles such as celebrity gossip, American music, pictorial lust, storytelling, and improving physical appearance through exercise are all promoted features for purchase of these magazines.  Lighting for both covers display the same shadow angle, therefore proving the lighting is identical. Using bright background colors such as red and orange portray the image of fire on Muscle and Fitness, encouraging the reader to burn off fat and define muscle.  The simplistic nature of the light, teal blue gives off the calm, cool, collected confidence we hope to have in our politicians, such as Arnold displayed on Esquire’s cover. Values suggested from the visual media are hard work, a friendly face, and eye contact can help promote ordinary working class to extraordinary leader.  The difference in the personalities displayed gives us the impression that there are always two sides to a person. Intended readers of Muscle and Fitness, I believe are described as young, middle-class individuals that are searching for ways to better themselves. They might already be obsessed with their appearance but need a different solution to increase their positive self-esteem.  Esquire targets upper class, highly educated, intrinsically motivated individuals who are interested in not only politics but the basic Hollywood gossip.   The magazine is trying to appear friendly by putting a familiar face on the cover, to entice inquisitive personalities of non-targeted classes, to increase reader response. Arnold Schwarzenegger is the sole pictured celebrity on the cover of both magazines; he is used to demonstrate the diversity of his personality on both periodicals of varying subject matter. I think he is inadvertently challenging the stereotype that celebrities only care for themselves by announcing that he is running for Governor and giving a voice to the people.