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Men Health IFC Advertisement,[url=http://cheapsoccercleatswithfreeshipping.webmium.com/][b]http://cheapsoccercleatswithfreeshipping.webmium.com/[/b][/url]
Across all these advertisements,[url=http://parajumperssale.webmium.com/][b]Parajumpers Jackets On Sale Parajumpers Parka Coat Online Store[/url], it can be seen that none of these products have anything to do with men health per se. They are instead consumer products that are targeted at the magazine middle-class readers. For instance,[url=http://duveticaoutletcanada.halod.com/][b]duvetica jackets canada online[/b][/url], the HOM undergarments that were advertised in the Oct 2011 issue cost between 57 (SGD$24 114). golf). All these advertisements suggest that the model of masculinity Men Health advocates is associated with a middle-upper to upper-class income level. It is implied that men should be successful in their careers to have the ability to purchase such products. These items also act as status symbols as they represent material wealth. The words used in the ads emphasise traits relating to masculinity and patriarchy,[url=http://duveticaoutletcanada.halod.com/][b]http://duveticaoutletcanada.halod.com/[/b][/url], and in so doing reinforcing the hegemonic male representation as the dominant,[url=http://duveticaoutletcanada.halod.com/][b]duvetica down jackets men[/b][/url], powerful one (in the financial sense at least).
We opine that Men Health is stringent in only permitting products that reinforce their model of masculinity to be advertised. These ads send specific messages to males about how they should look and the qualities they should possess. In the Sep 2011 issue,[url=http://parajumperssale.webmium.com/][b]http://parajumperssale.webmium.com/[/b][/url], the decathlete Ashton Eaton endorses a pair of Nike long-distance running shoes. He is muscular and toned,[url=http://monclerjackenoutletch.albirank.net/][b]http://monclerjackenoutletch.albirank.net/[/b][/url], aligning himself with the rest of Men Health cover models. The copy used in the advertisement suggests that men persevere to keep going further: not only with athletic training,[url=http://www.duveticajacketsjp.com/][b]デュベティカ店舗[/b][/url], but also with regards to other areas of their life such as their jobs. Similarly,[url=http://goedkopemonclerjassendamesheren.olimx.com/][b]Goedkope Moncler Jassen Dames Heren Nederland Moncler Jassen Skihut Outlet[/b][/url], in the following issue,[url=http://duveticaoutletcanada.halod.com/][b]duvetica jackets canada online outlet[/b][/url], the model body in the ad is muscular and toned,[url=http://parajumpersonsalestores.blogspot.com/][b]Parajumpers on Sale[/b][/url], reiterating the ideal body image that a man should have in order to be considered as masculine. Coupled with the usage of the word the other style elements in the ad combine to send out the message to men that just physical beauty is insufficient. The glasses and hairstyle worn by the model together with the book in his hand serve to create the gender image that men should be intellectual and groom themselves well.
The same Citizen watch was advertised in the Nov and Dec 2011 issues. The amount of technical information provided to readers may also suggest that men should ideally be tech-literate and savvy. The watch is also marketed as an powered by willpower. This is in tandem with the ad for Nike running shoes in the Sep 2011 issue,[url=http://woolrichelitewaterproof.blogspot.com/][b]http://woolrichelitewaterproof.blogspot.com/[/b][/url], reinforcing the idea that the hegemonic male should always aim to surpass themselves and never give up. Besides suggesting the kind of leisure lifestyle that a successful man should lead,[url=http://www.duveticajacketsjp.com/][b]デュベチカ専売店[/b][/url], the Nikon Sports Optics advertisement in the Jan 2012 issue adds on to the list of qualities that a man ought to encompass. Men should be more ambitious and strive to be precise in all their shots. From its main copy of precision success and accuracy are also emphasised to be important attributes for a man.
Through all these advertisements,[url=http://merrellshoesonsaleformen.blogspot.com/][b]http://merrellshoesonsaleformen.blogspot.com/[/b][/url], masculine socialisation is carried out. Products are branded in the minds of men to tell them which products are appropriate for the construction of their own masculinity (Alexander 2003).
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