Tuesday, January 27, 2009

Ladies—what do think of these Men's Health Magazine ads?


(click ads) The ads are for the German edition of Men's Health, and the translated line reads "It's All About Men." While it's certainly not clear, the message of the campaign appears to be "that's right aging babes, keep exercising you little patooties off...for us men." I'll abstain from a lengthy discussion over the shitty art direction and photography, and get right to the social implications: merely sexist or misogynistic? (images via) Previously in sexist ads. Previously in misogynistic ads.

18 Comments:

Blogger stewbie2 said...

I think they'd sell more issues of Men's Health if they showed pictures of bacon.

5:01 PM  
Blogger Piper said...

Judging from the forlorn look on the women's faces I read it as these women are working out so hard because they're trying to 'compete' with Men's Health for the attention of men, (and apparently not doing so well).

5:46 PM  
Blogger Erin Bradley said...

Well, they're sort of right. The only reason I exercise is so I can get laid. So yeah, I guess that's about men. I typically don't look that hot doing it...

5:46 PM  
Blogger copyranter said...

Piper: yeah, that interpretation also went through my mind...but the line doesn't fit that as well.

6:01 PM  
Blogger Blaize said...

I would say misogynist and this is why: they don't just look sweaty; they look, well, a teensy bit bukkaked, don't you think?

8:11 PM  
Blogger Colette said...

When I clicked on the first one, I thought she was in a wheelchair and then I scrolled down and realized it was a bike.

The photography is god-awful. And the women look miserable. Is this ad supposed to be sexy?

So, basically men want women to work their big, fat asses off, so they can be superfit, hot models for their sexual pleasure. That's what I got from the ad campaign. Ick.

8:11 PM  
OpenID Cappy said...

Bullshit. Everyone knows women exercise to compete with each other.

12:03 AM  
Blogger Jayhawker said...

Besides, I thought the demographic of Men's Health would require pictures of sweaty half-naked men in a gym, not women.

12:58 AM  
Anonymous hotspur said...

Here's a fun game: count the number of penises in those ads.

It is a large one.

12:43 PM  
Blogger Phio Gistic said...

Who are these ads supposed to appeal to? What dudes look at women exercising and preen smugly thinking to themselves, "Oh, yeah, workin' it to look good for me (AKA The Chewy Center of the Universe)"

1:41 PM  
Blogger Kasey said...

Can't it be both? I think it is both. And a waste of ad space...

5:24 PM  
Blogger Laryssa said...

I don't even really know what they're referring to in this ad. The women just look like they're totally zombied-out, and even if they were exercising solely for the men, does any man find that zombied-out look attractive? "Oh baby, you look like you're on another planet, but I'm going to worship you because you exercise yourself down to zero body fat."

6:24 AM  
Anonymous buzzwaffle said...

I thought the first one said,
"I work my ass off and he's banging my sister."

I thought the second one looked like,
"I work my ass off and he still doesn't call."

How this sells a manly magazine,
I DON'T KNOW.

9:17 PM  
Anonymous Anonymous said...

If I saw a man reading a magazine with this ad I'd have zero respect for him. It makes me angry actually.

8:42 PM  
Blogger El Marginalio said...

Besides the fact that these are happy rapist pictures, the Photoshop skills are especially bad...

The biker woman apparently has been biking so hard that she has elongated chopsticks for legs. Way to go Men's Health!

8:57 PM  
Blogger Victoria said...

I thought maybe they were gawking at Men's Health while using the equipment?

Was that really off base?

5:37 PM  
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4:38 AM  
Anonymous Anonymous said...

I thought it meant that men are so much fitter and better at physical activity then women that these poor girls are exhausted trying to keep up with the dudes.

11:47 PM  

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