Hyper-Masculine Male Fitness
Textual Analysis
11 February 2011
Blake Pierce
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Abstract
In February 2011, Men’s Health magazine published an advertisement for Optimum
Nutrition, MusclePharm, and Bodybuilding.com. In the ad, a man flexes his extremely muscular
body while looking down and away from the camera. The ad also features a picture of the model
in the past to provide a past v. present progression. There are smaller images of the same model
performing extreme strengthening exercises to show his supposed dedication and effort to
bodybuilding. These images coincide with the tagline of the ad which reads “ROLE
REMODEL.” I argue that the model performs a version of the hyper-masculine male,
specifically in terms of physical strength and men’s fitness developed through glorifying and
praising an impossible physique as well as encouraging men to punish themselves into and
through exercise that will never actually finish. It is a continual process of “remodeling” the self.
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Men’s Health magazine recently published an advertisement where the product being
sold is rather unclear to the reader. It appears to be advertising companies that provide
supplements like Optimum Nutrition and MusclePharm. But it also advertises
Bodybuilding.com. Upon further analysis, the advertisement is selling a basic idea: you need to
get stronger. However, the most prominent aspect of the ad is the overtly strong male posing in
the sunlight as he looks down and away from the camera. His bulging muscles are accentuated
by gleaming beads of sweat in an outdoor setting. Proper shading and computerized image
retouching also enhances this phenomenon. The tagline “ROLE REMODEL” stands out as well
as the multiple, smaller images of the model performing various intense strengthening exercises.
In addition, a black and white “past” photo of the model is displayed in the upper left-hand
corner to provide a past v. present strength progression. The media kit of Men’s Health shows
that 43% of readers are men between ages 25-54. 40% hold professional/managerial work
positions. The median household income is $79,111 while 35% have a household income of over
$100,000 ("Men's Health :: Media Kit : Online"). By performing a critical textual analysis of this
advertisement, one is able to understand that hypermasculinity is built by having such extreme
signifiers of male physical strength that are glorified and made into a necessity, because those
who lack it are punished for failing to perform their masculinity sufficiently. Moreover, this
quest for perfect masculinity is never complete; it relies on continual self-punishment into a
constant remodeling process of both one’s physical condition and personality.
The extreme strength exhibited by the model in this advertisement is glorified by the
manner in which the photograph was taken. The angle of the photograph portrays the viewer
looking up at the model. The ad is implying that the viewer is below the model in terms of status
which, in this case, is determined by one’s level of strength. The camera is glorifying the model
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as if he was on a podium and the viewer desires his physical and personality qualities. He is also
glorified by the setting and background of the advertisement. He is posing in front of the sky in
the outdoors as if he were among the clouds like a god. In a smaller photo, he is outside
performing a rather ridiculous exercise. He is pulling, with ease and style of course, what appears
to be a heavy weight. These scenes of the model are all outside as if he is proud to display his
admirable physique to everyone around him. Men are often very self-conscious about
showcasing their bodies because they are concerned about having a flabby chest, unwanted chest
hair, a beer belly, pale skin, or many other factors. This model is perfect—or at least Photoshop
corrected his minor imperfections. He has tan skin, has perfectly cut muscles, no chest hair, and
every other quality a man could want his body to exhibit. Furthermore, there are beads of sweat
gleaming in the sun that highlight his muscular tone. The angle of the photograph combined with
the gleaming beads of sweat creates a sort of ethereal haze that shines off his body. His body is
covered in sweat but his hair remains styled and dry. His face also does not have a drop of sweat.
One that is critically analyzing the ad can obviously see that it is staged, retouched, and does not
portray a realistic image of a man working out.
As the model looks down and away from the camera, the male viewer feels insignificant
and punished for lacking what the model has. The model’s stance is powerful with his arms at his
side. It is as if the model is too virtuous to recognize that he is being photographed. There is also
a sense that he is too busy admiring his own body to pay attention to the camera. His negative
gaze downwards also suggests that those who have not achieved his unrealistic physique are
insignificant, weak individuals who have failed to perform their masculinity sufficiently. This
concept instills a sense of self-loathing in the male viewer and causes him to feel poorly about
his image. The ad encourages the male reader to be jealous and feel the need to transform his
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lifestyle to try and match the model in the ad. The copy featuring “Bodybuilding.com” notes that
it has “7 MILLION CUSTOMERS STRONG”. The website is claiming a very large number of
customers. This statement insinuates that buying from Bodybuilding.com is the popular thing to
do. The ad suggests that every true male bodybuilder is buying from this website, and if one isn’t
and wants to be strong, then he should too. Secondly, the wording of the ad suggests that each
customer of the website is “STRONG”. The statement is very close to “7 MILLION STRONG
CUSTOMERS.” This wording suggests that if the male viewer desires to be strong, he must buy
from this website. This concept is another form of punishment because it creates a lack in the
male viewer. He must spend money on the bodybuilding supplements in order compensate for
this lacking and have a chance at obtaining the image of the model. The male viewer is punished
for lacking the desirable attributes and products that the model has.
The advertisement also creates a false necessity that one is never strong enough and must
continually remodel one’s image and personality. In this case, the model’s “past” photo shows
his image before going through his “ROLE REMODEL.” His “past” photo, in black and white,
exaggerates bags under his eyes, has less definition, and portrays an overall sense of
dissatisfaction in the model. He is staring straight into the camera like a mug shot. Such a camera
angle gives the viewer a higher sense of power over the one being photographed. However, he is
actually very fit and has significantly strong muscles. Even in his “past” photo he has six-pack
abs and bulging biceps. The progression from “very strong” to “extremely unrealistically strong”
instills the idea in men that one cannot ever be strong enough and that his current level of
strength is weak. The copy below his “past” image features his name, Parker Cote, as well as his
Bodyspace profile name—clutch401. Providing his Bodyspace profile name makes his extreme
strength seem like a realistic goal to the reader when in reality, it is not. The ad encourages one
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to believe that since Parker Cote (AKA clutch401) went through a “ROLE REMODEL” and
obtained an extremely fit physique, one can do it too as long one buys the supplements and
engages in a continual remodeling process. However, Parker Cote is unrealistically strong, most
likely used substances other than those advertised, and had his photograph retouched. The model
is a role model not only in terms of physical strength, but lifestyle. He displays an attitude that
appears poised and confident. His stance also exudes a sense of power with his arms on his hips.
His “past” photo shows him with his arms at his side, vulnerable, and a weak personality. The ad
encourages readers to attribute his new, strong personality to his newly remodeled self. The ad
suggests that if one looks like the model, then he will automatically have a confident personality.
Men’s Health has an audience of “affluent, professional guys” ("Men's Health :: Media Kit :
Online"). This audience would generally desire a reputation of being poised and confident
individuals as part of their professional occupation. The ad is not just selling products, but it is
selling a lifestyle.
This advertisement in Men’s Health glorifies the performance of male hypermasculinity
and makes it into a necessity. Those that fail to perform their masculinity sufficiently are
punished into self-loathing. Ultimately, the quest for perfect masculinity relies on the neverending process of self-punishment and the constant remodeling process of one’s physical image
and personality.
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Works Cited
"Men's Health :: Media Kit : Online." Men's Health Magazine : Men's Guide to Fitness, Health,
Weight Loss, Nutrition, Sex, Style and Guy Wisdom. Web. 11 Feb. 2011.
<http://www.menshealth.com/mediakit/online/audience.htm>.