Magazine Report - C.J. Gilvens, Tad Margolies, John Ruppert, Anthony Tacey

The Muscle and Fitness magazine we had was from December 19, 2000. We counted 126 total ads that were separated into 7 different categories. These categories included: dietary supplements, bodybuilding equipment, knowledge systems, clothes, cosmetics, competitions, and others.
The results were as follows:
Dietary Supplements - 75 ads/59.5%
Bodybuilding Equipment- 10/7.9%
Knowledge Systems- 23/18.2%
Clothes-1/.08%
Cosmetics-10/7.9%
Competitions-2/1.6%
Other-5/3.9%

Here is an example of what we saw a lot of in this magazine.
http://sphotos-a.xx.fbcdn.net/hphotos-snc7/c0.67.832.397/p843x403/313801_435147773234183_1993684901_n.jpg

The Muscle and Fitness Hers magazine we reviewed was dated April 7, 2008. We counted 32 total ads which were divided into 6 different categories: athletic competence, ambivalence, all-American girl next door, hyper heterosexual, sexy babe, and soft pornography.
The results were as follows:
Athletic Competence-10/31.3%
Ambivalence-2/6.3%
All-American Girl Next Door-2/6.3%
Hyper Heterosexual-1/3.1%
Sexy Babe-14/43.8%
Soft Pornography-3/9.4%

Most of what we saw in this magazine is similar to the link below.
http://www.hardbodynews.com/wp-content/uploads/2009/11/avacowan.jpg

What was most surprising about the Muscle and Fitness magazine was the fact that there were so many ads for dietary supplements. Since I do not often read these types of magazines, I did not really know how many of each type of ad to expect. However, I definitely expected more ads for bodybuilding equipment and for competitions than there ended up being. As far as the Muscle and Fitness Hers magazine, I expected a lot more ads for ambivalence. Since this is not a magazine that focuses primarily on sports, I thought there would be a lot of ads where athleticism was evident but a non-athletic and off court image was more of the focus. The magazines differed in that the men's Muscle and Fitness magazine focused on how to enhance the body further, whereas the Muscle and Fitness Hers magazine focused mostly on pictures of females that already have good looking bodies but not necessarily on what they did to get to that point, as evidenced by the majority of ads falling under the sexy babe category.