Activity #3 - Arnold vs. Arnold

 

 

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 difference influence what you think and feel about the person.
There are vast differences between the look of these covers. The Muscles & Fitness cover has Arnold in clothes that show off his muscles, bright, strong colors - reds & yellows. He has no eye contact - his eyes are hidden behind sunglasses. His expression is not friendly. The text "20 inch arms" draws the eyes to his overly sized arm muscles. The Esquire cover's background is a serene blue, Arnold is in a business suit. He is pointing at the camera, although his finger is out of focus.  His expression is a sly smile, and draws the attention of the viewer.

 

2. What do you find appealing or not appealing about the cover of the magazine? Both Colors.

 

 

3. What elements in the design make it appealing or not appealing? I find the colors appealing in the M&F cover - the reds & yellows make me feel like I'm in a powerful, strong presence. I don't like the expression on Arnold's face - it makes me think he is a meanie. I also find the colors of the Esquire cover pretty appealing.... they seem serene to me, I also find the black & white image, paired with the blue to be appealing. I'm amused by the "Arnold" tagline - "Really."

 

4. What elements are included on the cover to sell this magazine? Consider title, imagery, sensationalized headlines, exclusive articles, secrets, gossip, free gifts, and celebrity news. M&F: The text and title help sell the magazine.... word's such as "recharge," statements such as "in less time,"  The yellow text seems to be action words - the How behind the headlines.... maybe their readers need more information in order to feel like its worth their time?

Esquire: The half naked woman on the front is something that probably helps sell this magazine. Interesting, maybe, Arnold is enough to sell the M&F mag, but Esquire's readership needs/expects something a bit more scandalous.

 

5. Describe the type of content in one issue.

M&F: Excercises and workouts.

Esquire: Interview with Phil Spector; Article about Arnold becoming governor of California; Music review; "salute to our british allies" - which I'm not sure exactly what the content of that is - beautiful british women, maybe?; a story by Arthur Miller (who's known for being an intellectual writer); an article about the "dubious achievements of science" - which sounds like irony, based on what I've learned doing this deconstruction. 

 

6. What products or services are advertised in the issue?

M&F: A workout routine that will give you better results;

Esquire: Knowledge of popular, current viewpoints and goings on today.

 

7. What lifestyle, values and messages are being promoted by the contents in the issue?

M&F: This magazine represents active lifestyles who value strength and power through traditional stereotypical masculine images. This magazine omits lifestyles of men that value strenght building through endurance excercises such as running and/or bicycling - which typically build leaner muscles, rather than bulging ones.
Esquire:A more hedonistic lifestyle is presented, with values of self-interest and female objectification. Also, professional men, who consider themselves intellectual is also represented - based on the story by Arthur Miller? What is missing is images of men that care about community and historical context. The tagline "Man at his best" just reinforces the message of self-interest and promotes social Darwinism.

 

8.Describe the demographics for what you think may be the magazine’s intended target readership. Consider age, sex, interests and socioeconomic status

Esquire: Men, 28-45 who have steady professional jobs and interested in current news and literature.

M&F:Men in their 20s & 30s who weightlift or interested in building their strength through weightlifting.

9. What features of the magazine indicate to you that this is the intended readership?
The types of articles. 

10. What personalities or celebrities are used to promote this magazine?

Arnold Swarznegger is the overwhelming personality used to promote both these magazines (obviously)... Interesting, maybe, that the Esquire mag also has a half-naked woman on the cover, perhaps Esquire's readership needs/expects something a bit more scandalous to buy it.

 

11. Are these personalities or celebrities promoting or challenging stereotypical messages? How?

What an interesting question. I think Arnold has always challenged stereotypes. He found early success as an actor depicting the stereotypical "Meat-head Muscled Man," but challenged that stereotype by having a thick, strange accent. I don't think that most people would think of an Austrian as a bodybuilder to begin with (except, maybe now, because of him). As the governor of California, a republican politician, he again defied the stereotype... simply because of his appearance, chosen career and origins.