The Advertisements of Men’s Health, Women’s Health, and Men’s Fitness

Advertisers usually create material that is designed to entice the target audience. In many instances, celebrities and other successful people are used to market certain products. Some of the most commonly used models include sportspeople, movie stars, world leaders, popular musicians, TV personalities, seasonal campaigners, and influential activists. Assumptions are made regarding the public image of such people. Advertisers exploit star power to appeal to the audience and encourage certain outcomes. The ads featuring soccer player, Cristiano Ronaldo, and swimmer, Ryan Lochte, were depicted on the cover of Men’s Health magazine. On the other hand, the ad featuring retired tennis player, Anna Kournikova, was placed on the front page of Women’s Health

magazine. In this paper, I will argue that the three ads encourage the adoption of diets and fitness exercises through the use of athletes and well-crafted words.

The ad featured on Women’s Health is designed to appeal to values such as diligence and persistence. For example, the ad aimed at women encourages the audience to strive for flat abs. In addition, the ad incites the audience to perform 15-minute body fixes to ensure certain favorable outcomes. Notably, such exercises would enable them to resize their thighs and blast belly fat. Their efforts would also enable the women to sculpt lean arms and attain a peak physical condition. As a former tennis player, Anna maintained an exemplary workout routine that boosted her fitness.

The ad uses logos, pathos, and ethos since it is structured in a manner that accentuates Anna’s toned physique and happy personality. The blue top is designed with long sleeves and a cut that shows her flat abs. The model’s short skirt also reveals her well-shaped legs. Anna is pictured while playfully pulling her strong silky hair. Her beaming smile portrays her sense of joy and accomplishment. Therefore, the ad seems to show the excellent results that could be achieved by women if they were diligent in performing fitness exercises. Determined women would not only acquire attractive bodies but also derive true happiness. The issue was also touted as a ‘weight-loss special’ that would reward the tireless efforts of obese women. Consequently, Anna was depicted as a perfect example of how overweight women could look if they persisted in diets and exercises.

On the other hand, the ad featuring Ryan Lochte is designed to appeal to values such as determination, discipline, and accomplishment. The ad encourages males to consider how they can acquire abs in just seven days. This fact reveals that the ad uses pathos, logos, and ethos The magazine also offers an upper-body plan that could enhance their physical appearance and self-esteem. In this regard, Men’s Health uses the chiseled torso of Lochte to entice males to emulate the fittest man alive. In fact, all readers are encouraged to imitate the superstar’s workout and diet secrets. The sense of accomplishment is accentuated by the model’s undergarments. Lochte’s success enabled him to develop a personal brand that enhanced his image. Hence, all men could also reach out for similar accomplishments.

The three ads use color, text, and images to engender positive qualities and inspire positive action. For example, the ad on Men’s Health contains bolded words such as “28-DAY ABS” and ”THE FITTEST MAN ALIVE.” Such words draw the attention of the audience and point towards the major purpose of the magazine. Readers are encouraged to perform exercises and routines that would help them to acquire abs within 28 days. Furthermore, Ronaldo is boldly depicted as the fittest man alive. Hence, the ad uses exaggeration to capture the interest of the audience. A laid-back image of the model is posted on a white background to ensure maximum clarity. The athlete is shirtless to reveal his incredible physique. The abs and veins on his hands display his healthy stature. These facts reveal that the ad uses pathos, logos, and ethos to appeal to the audience.

Ronaldo’s hands hang from the pockets on his jeans to show his sense of accomplishment. His customized undergarments are modeled in his ”CR7” brand to show the model’s level of success. Most of the words are written in red and black to appear clearly. A brown shade is used to advertise fashionable wear for men during fall. At the topmost section, the ad features a statement that points to a special section of the magazine. In this regard, the audience is encouraged to peer into the contents and discover a proposed fitness regime. Although males will experience physical pain, they are sure to not only overcome the discomfort but also derive pleasure from the exercises.

The ad on Women’s Health is the most successful due to various reasons. For instance, the ad is designed to inspire warmth and happiness. The words are set against a white background to ensure clarity. Pink words are used to highlight the magazine’s title and 15-minute body fixes. Anna is also pictured with a red dress and blue top to pinpoint her flat abs. Blue fonts are used to draw attention to the model’s strong silky hair and the health threat faced by fit women. Besides, a yellow shade draws attention to the fact that the magazine could be used a guide for weight-loss. The yellow tint also entices women to achieve an optimum body shape that would allow them to derive satisfaction from sexual activities.

The three ads portray the society’s obsession with fitness and physical beauty. Persons with flat abs and toned bodies are exalted as ideal and desirable. The ads exemplify observable trends that encourage people to lose weight through diets and exercises. Furthermore, they perpetuate the mistaken belief that fitness is directly linked to happiness. Hence, the pain that results from intense exercises was not only bearable but also enjoyable. In addition, the ads erroneously equate fitness with success. The audience is fooled into believing that abs could be acquired in just 28 days or 15-minute periods. The ads on Men’s Health and Women’s Health use famous athletes to entice readers. In this regard, the magazines show the society’s fixation on sports. Individuals are always focused on emulating people they view as accomplished. The society is also ready to exalt persons, who experience unprecedented success in their respective fields.

Notably, the ads depict controversial issues regarding body shapes and self-esteem. In many cases, women undergo cosmetic surgeries to change their physical bodies. Such procedures are usually motivated by the body image exalted by the society. Besides, some females have developed anorexic and bulimic tendencies in an effort to appear slim and desirable (White 521). Social trends show an overwhelming desire to ensure fitness regardless of the costs. Hence, the ads encourage attitudes that may be harmful to the society.

Indeed, the three ads encourage the audience to strive for perfect bodies by emulating the athletes depicted on the cover. Participation in fitness exercises can enable the audience to achieve proper outcomes. The ad on Men’s Health uses famous soccer player, Ronaldo, while the ad on Women’s Health uses the image of a retired tennis player, Anna Kournikova. The three athletes are depicted as happy and successful. Hence, the audience is enticed to emulate exercise and desires that enabled the three stars to achieve flat abs and toned torsos. The ads also exemplify the society’s obsession with athletes and fitness regimes.

Work Cited

White, Emily K., et al. ”Media exposure and associated stress contribute to eating pathology in women with Anorexia Nervosa: Daily and momentary associations.” International Journal of Eating Disorders 49.6 (2016): 617-621.