Tagline: “It’s all about men.”This is exactly the type of idiotic advertising that companies do just to get a rise out of people so we’ll all post it on our blogs and natter about it and give them lots of viral publicity and attention.
Sadly, I am unable to resist the bait and so I’m giving it to them. (“That’s what SHE said!” ba-dum-bum.)
Men’s Health magazine has launched a new advertising initiative ostensibly targeted at men but really aimed at getting the women folk up in arms. Probably because we’re so cute when we make that little scrunchy mad face!
The basic gist – as you can plainly see; it’s so unsubtle that I’m probably lowering your IQ by explaining it to you – is pictures depicting women exercising all alone, covered in sweat and exhausted. Why, you ask, is this poor woman blowing off a fun night with the girls to ride the one stationary bike in the deserted gym that isn’t facing the beautiful scenic view? You see, it’s because she wants a man. And as we all know (or at least so the magazines keep telling us), a man will only love us (subtext: will want to give us a good tumble on his high heat cycle *wink wink nod nod*) if we are svelte. Nay, not just svelte but skinny.
I mean, Lindsay Lohan’s got nothing on this bony chick:
Of course if she’s like Lindsay in other respects then it is definitely not all about the men. Ahem.
And this poor woman? Begging to have somebody jump out of the woods holding a chainsaw. Do women not watch horror movies? And why has nobody told us about reflective gear? And pepper spray??
The truly crappy thing about these ads are that they’re partly true. As much as it pains me to write this, a primary motivating factor in getting women to exercise is their looks. You can enthuse about heart health and longevity and increased intelligence all you want and we’ll all nod and agree. And then we’ll jump on the elliptical and whine about how we’re “working off dinner” last night or “running off the thigh jiggle”. It’s a sad state of affairs but it’s true. And to any woman who denies being at least partially motivated to work out by her looks, I would ask “What if exercise gave you all the health benefits – but made you fatter. Would you still do it?” Of course not. It’s why you see Katherine Heigl running on the treadmill for an hour and then lighting up a cigarette in the parking lot.
But there is one little nuance that the marketers forgot (perhaps intentionally?). Women don’t get thin for men. We get thin for other women. We know that men like a few lady lumps. And yet we pursue perfect thinness. Not because it makes us more sexually desirable – often it has the opposite effect – but because it makes us the Alpha Female. We’re competitive like that. Sigh. Stupid Men’s Health.
I’ve created a poll. The optimist in me wants you all to prove me wrong. But the cynic in me just wants you to be honest. We can’t change what we don’t acknowledge. (Holy 900-pages-of-advertising-in-Vogue crap, did I just quote Dr. Phil on here??) Anyhow, those of you reading this post in a reader won’t be able to see the poll unless you click thru, which you know you want to because any poll I create at midnight is guaranteed to be awesomely awful!
It seems (at this point, anyway) that I’m in the majority. I exercise and lose weight for my health…
I want to be stronger.
I want the terms “pre-diabetic” and “obese” OUT of my medical record for good.
I want to live longer.
And I want to look good naked.
It’s a bonus.
Great poll, Charlotte. 🙂
I was torn between the “exercise addict” and “kill men’s health” answer, ultimately I chose the addict one.
Although I do see this type of advertising as an attack on women: our status, our minds, motivations, etc are all chopped up to be because we want a man.
Excuse me, Men’s Health but I sweat and run endless miles to be able to run a 5k faster than a lot of men (non-elite/pro male athletes) out there, which I find is kind of a turn off for most guys.
I could spend 50 pages on these things. But I’ll spare you.
i voted for my health and i love the bonus that exercise makes me look bette!
and i have a comment for these ads: finding a GOOD man really has nothing to do with looks. my wedding dress was a 22 and now after 2 kids i am in an 8 and shrinking because i want to be healthy and I want to like the way that I look!!! I want to improve my self esteem. I want me to be healthy for me and for my family.
RunnerGirl – there are plenty of men out there who would chase you the whole way! Go find them!
Since I’ve taken up a love for weightlifting recently, I’ve also had to accept another type of love – love handles. I’ve put on weight, but my BF% has stayed about the same so basically I just packed more muscle underneath my outer layer of fluffyness. Yeh, sure, I could probably do with some reduced calories, but I’M HUNGRY PEOPLE (and still dealing with issues regarding chocolate and food deprivation, but mostly HUNGRY). I’d rather keep upping my weight on the bars, even if it does mean a little more weight on myself until I find the happy medium.
Char – finally got on to see the new pic -HELLO GORGEOUS!
I just have to stop lurking to comment on this. It sounds horrible, but I started running in hopes of shrinking my thighs. I grew up as a competitive swimmer and I always hated running before recently, and my looks was the thing that finally pushed me into it.
But now that I’ve been running for a while, I genuinely like it. And I like that I fit in a smaller size of jeans, but that’s just an added bonus at this point. 🙂
I’ll return to my lurking now. 😀
I was torn between Primarily about my health and Exercise addict. Sometimes I think “Health be damned – just give me that Runner’s High! Stat!”
I like being thin but I’m pretty sure I would look better to the world-at-large (OK, maybe just men) with some Lovely Lady Lumps. Being thin gives me an odd sense of power. I’m not sure over who…
I noticed that when we inherited an SUV and started driving around in that instead of our junk car, other drivers treated us with more respect. Despite having been anti-SUV I kind of liked the feeling.
Being thin is like that somehow. It seems like people treat you with more respect. They shouldn’t – don’t get me wrong. But they do.
I voted for “mostly about my looks, but health is good too” but I almost chose “rampant misogyny”. Cause it does piss me off.
I voted for “mostly about my looks, but health is good too” but I almost chose “rampant misogyny”. Cause it does piss me off.
I voted for “mostly about my looks, but health is good too” but I almost chose “rampant misogyny”. Cause it does piss me off.
I can’t help but notice (to further your point about misogyny) that none of these images of skinny stick women include one of a woman weight training. Apparently, the readers of Men’s Health would not buy “It’s all about men” if the woman was pumping iron.
I wanted a “it’s totally about both” choice, but I voted for mostly looks and the health is an added benefit…not to say I don’t appreciate it, but I have to say if working out ONLY gave me health benefits (and no runners high/more energy/weight loss or maintenance), it would be a lot harder to motivate myself to do it.
And all the men in my life (the only one’s opinion who counts is my fiance, but they all like to weigh in, of course) are absolutely terrified I will lose so much weight my curves go away. I honestly think it’s genetically un-possible for that to happen to me, from prior experience.
And your new pic, is gorgeous! I love the hair!
Everything you said -so true! Women totally workout for other women. Every guy I know prefers a few curves. Men’s Health just wanted to fill their pages with scantily clad sweaty women. Gag.
Oh Charlotte I owe you.
You should charge therapy rates for writing this blog. I was having the crappy day from @#$%!, and whining about it to everyone who could be forced to sit still long enough to pretend to listen, and this post made me laugh. Holy 900 pages of Vogue advertising, but I needed that.
Thank you!
In a quest for a healthier lifestyle, both men and women know that fitness and exercise are important. Exercise can improve your health, increase your energy level, relieve stress, and help you to sleep better.
Why hasn’t any of the other girls who answered “it’s all about our looks” commented? I go to the gym looking for a hard butt and kickass legs and I have no problem admitting it. I don’t do it to attract more men, though. I am a firm believer that THAT has more to do with the way you act than the way you look. I am vain and I love clothes and they look better without that extra junk.
Rant done.
ps. vain girls, speak up. we aren’t alone.
health and to get big. for the aesthetics (I know….) to LOOK as strong on the outside as I have WORKED to feel on the inside.
I really like going to the gym and as benefits go looks is the big one. Although, if someone asked me why I go to the gym, I’d lie and name off a few health reasons.
Health but I love love love the appearance benefits – I love fitting into smaller sizes and getting compliments. I’m vain that way.
I love feeling stronger and proud of myself for accomplishing something that I never thought I could do too.
But I’d be lying if I said I was only there for the health benefits.
Brilllliant!!! I took one look at that ad and thought “but we don’t exercise for men?!” Was so glad that you went on to say that!
It’s true that we sometimes like to look well for our mates (love-matches not our buddies!), but that could mean clothes and make-up. In fact, men are always telling me I look better with more weight/curves. I’m glad of that now but I didn’t care what they thought when my UK8 jeans were baggy on me!
Personally I like to stay slim and lean because I like how it looks. I know I could ‘get away with a few more pounds’ but it’s my body and I want it to look its best.
The super-skinny look is far more about female perspective and female status. No matter how much my girl friends and I try to deny it, we are painfully aware of each other’s shapes and sizes, and we really don’t like it when people try and buck the trend. A friend-of-a-friend recently dropped 3 dress sizes and instead of her story being recounted with admiration and praise it was accompanied with jealousy and bitchy comments. That made me so sad…
I do want to be healthy and live a long time and be strong. But dangit, I wanna look good too, and I don’t see anything wrong with that!
You hit the nail on the head with one comment. Women dont’ work out for the men. Women work out for other women. So true.
Oh, and yes. They should be beat down for their. misogyny.
I’m not the biggest fan of either mens or womens health, because they just seem so …….. preachy. Even some of the Women’s Health articles seem like they belong in Cosmo.
But that’s just me finding that looking good is a secondary benefit to working out (and if working out made you fat, I’m sure that our culture would have a different beauty ideal).
I originally started running (not counting track in college)due to high blood pressure. My dad had the same thing and was running a few years before me, and it cured his, and did the same for me, and I have been running ever since! I’ve found it to be a very good platform for continued health and fitness.
I was so nodding my head at the “women get thin for other women” thing. Granted, I am married, so I’m not looking to attract a man, but when I’m getting ready to go out I worry more about other women thinking I look fat. Sad, but true.
Vain girl here! I don’t actually run for anyone but myself and my husband. I really do care if I’m “in shape” for him. I know I would look fine in clothes if I didn’t work out, but I really want to look smokin for him! Also, the mental health benefits are wonderful…so I guess I exercise for “all of the above.” Oh, and he works out for me too…at least that’s what he tells me. 🙂
I think both men and women work out to look good. We can both be vain and we both want to look attractive (to both women and men). I find I tend to check out women a lot more (because I am competitive) than I check out men or their responses to me. I love to feel like I have a chance at being the Alpha Female and that motivates me A LOT more than “will that guy notice me… blah blah blah…”. Frankly, how men feel about me is irrelevant. What is, is how I feel about myself and being fit feels like I am a winner. I know its an unhealthy approach to fitness but its true.
I was torn between “mostly about health” and “mostly about looks.” Granted, there’s a monetary component for me, since I teach at the gym. But disregarding that, I answered “mostly about looks.” Because I think the health benefits are great, especially the strength, endurance, endorphin high, all that good stuff. But if I haven’t been to the gym in a while, or I haven’t worked that hard when I’ve gone, it’s not the health benefits I’m thinking about. It’s my expanding waistline.
I also teach at an all women’s gym, and women are just as likely to cake on the makeup there, so it’s totally about measuring up to other women, and not to men. But I have to admit, I like going to the coed weight room, the one with all the guy equipment, and flexing my muscles around the guys, because there’s some definite eye candy there. That can motivate me to go to the gym wearing something cute, health benefits just a plus.
I’ve been a reader for a while but have lurked on the sidelines for just as long…Thanks for dragging me out of hiding.
I’m a Bootcamp Instructor and a Crossfitter (by the way, I found your blog on their Forum so people there have taken notice of you!) and while I love getting strong, never getting sick, and being able to surprise myself and others of what I’m capable of, what really gets me to class at 6:00 AM every morning is that desire for sculpted arms, a flat stomach and long, lean legs. (There’s the vanity for you, Fidigum.)
Having been raised in a house where fitness was important, I’ve honestly never had to face any major health issues–so I think I take the health portion of fitness for granted.
Runner’s high is great–I love the endorphins…But I equally love being able to go out at night, feeling confident and gorgeous because I know I’ve worked my butt off to look good. You’re right though–it’s definitely not all about looking good for guys. My lats are starting to get bigger than most guys I know–but I’m still working to be able to complete more and more consecutive kipping chin-ups:)
Love your blog, Charlotte!
I LOVE this post because I haven’t seen the ads in Men’s Health yet. The composition of the ads is actually fantastic, but you’re correct that they were completely off basse. Women workout to compare themselves to women. It just happens to be the mass media that feeds those stereotypes and unless both men and women protest them they become the ideal.
That said, we both know I exercise to brag that I did it – results be damned.
Notice how all the women in those pics have *ahem* assumed a particular position?
Ugh. Mens’ Health. The “articles” in that mag reduce women to objects (“How to Get Any Woman You Want”), then turn around and give advice like “Don’t sleep with sluts.”
Yeah, thanks!
Anyway, I’ve recently discovered a new reason to work out: to show off!!!! I never thought I’d be one of Them. But since I’ve started teaching I’ve found that I like to strut my (admittedly limited) stuff a bit. (“Look, I can lift my leg up like this!!!)
Vain? Oh, you betcha!
I voted “How did we get off topic?…” Misogynists be gone.
At least the women are sweating in the pictures though…which is a change from the usual “just stepped out of the gym and I’m perfect!”, if only slightly.
It’s funny, because its true that if we’re trying to lose weight etc, its for the benefit of alpha female status and for women- not men. Which is why I’m curious as to why a mens mag would be showing these images, considering the amount of men who say that they like their women with some meat on them.
I like to be healthy, and I like to look good. I also like to be strong and able to take care of myself. I think that’s the biggest thing for me right now- I don’t want to have to go running to anyone else for help because I’m too weak or don’t have endurance etc.
Thanks for bringing this to our attention! Love the poll (it also reminded me I’m due for another poll, so thanks for that too:)).
I’ll be totally honest – I’m a guy and I definitely exercise, at least in large part, for looks. Luckily, healthy and looking healthy go hand-in-hand, so I can still play it off as not completely conceited. 😉
I feel so clueless here. I don’t get how these ads are supposed to sell more copies of Men’s Health?
Is the subtext: women exercise for dumb reasons but men exercise for smart ones, so be glad you’re a man and buy our magazine?
They’re clearly saying something very unpleasant about the women photographed, (and what’s with the wheelchair???) but I’m not sure I even understand the point.
But whatever it is, ick.
I do it for weight loss, but that’s mostly because of how being overweight made me feel. Being out of shape is a very bad feeling. Feeling confident in my clothes (and out of them) would be nice too ^_^
-Meg
yeah, I don’t think I understand these ads. How does that help sell a men’s magazine? Do they want men to workout so they can hang out with these women? Do they want women to read the magazine? confused.
Totally love this – and it’s true, women (or at least I) don’t work out for men. I think THEY (men) think we do, but I don’t. I absolutely have to work out for my physical health to be even semi-decent, so that is definitely a motivator. But, the other main motivator is wanting to look the way I like to look. I’m okay with working out hard for both reasons. 🙂
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WHAT!? I havent seen these. and i think i just threw up in my mouth.
Im offended. i rarely get offended by advertising or the media but holy crap.
Kelly Turner
http://www.everygymsnightmare.com
Oh, dear. I posted about this very same thing today. (The looking good vs. being healthy, not the Men’s Health ads.) As I sit here, I don’t really think I’d exercise much if it didn’t have visible benefits. On the other hand, when I’m running daily, my stress levels go WAY down, so I might keep doing it just for that. Put another way, I’d probably KEEP running if it didn’t change my looks, but I don’t know that I’d START running. Does that make sense?
And holy h*ll, those ads are horrendous. The first one was offensive in general, but the next two got progressively scarier. Seriously, WTF is up with the woman in the last photo? At the end of the dark trail, bright lights behind her, BENT OVER. Did they SERIOUSLY create an ad where it looks like a woman is INVITING rape? The mind reels. That ad right there looks like a visual depiction of what ignorant a$$holes say about how getting raped is “every woman’s fantasy.” Dude, that honestly made me sick.
*deep breath* Ok. I’ll stop ranting now.
But HOLY H*LL.
I like what you say about horror movies and pepper spray! Funny stuff!
I’m a dude, and even I think it’s a dumb ad campaign. Now, excuse me while I head to the gym… there’s this cute girl that’s always on a treadmill alone this time of day.
(I kid, I kid. Don’t hate me…) 😉
First, Charlotte, I love your blog! I’ve been reading it quite a while but this is the first time I comment…
I exercise to be able to do fun stuff. Sure, I like what it does to my looks and I like to be healty, but what keeps me going is that I don’t have to think if I can do something, but if I want to do something. Like if a friend asks me to go skiing or something, I don’t have to think if I’m fit enough to be able to enjoy it 🙂
The social pressure to look good is enough to make me run to my bed and hide under the covers until all the thoughts of gyms and treadmills and Nike shoes GO AWAY!!!
So I would actually rebel against exercising from time to time for that reason until I realized the direct, undeniable connection between my mental health & exercising.
I would have answered a poll option that said I exercise primarily for my mental sanity, all the health improvements are a side benefit & looking better is a random bonus. 🙂
I am anxious to follow your next experiment and was not surprised at the outcome of January. I am beginning some CrossFit so I read up on your old experiment. For a future one, I would suggest Bikram Yoga if you have a studio near you. I did a class with a friend today and it was terrific (and kind of gross). It really loosened up my joints that are tight from running so I am now looking for a studio closer to home.
Wow – my computer freaked and posted as Anonymous – oh well.
i specifically chose my gym b/c it’s not a meat-market and i DON’T feel like men are gawking at me. I sweat a lot (charming, I know) and sometimes, I have to whip off my top and get down to a sportsbra. I do this to cool myself and avoid passing out – not to get hit on!
Is it my imagination or is woman #2 missing a bottom half. There are no hips or legs visible in that photo.
maybe that’s why it looks like she’s in a wheel chair. To lose weight she cut off 1/2 her body?
I’m a lurker as well, like some of you…
I work out (when I remember/have time) mainly for the health benefits. Sometimes I hate it but I feel soooo good when it’s done. I’m not obese by any standard but I’m not rail-thin either – I like being tall and curvy; I’d just like some strength under those curves. 🙂
funny. …women, don’t get all skinny for men. …that’s right, we like you all with meat on your bones.
You can always pick out the girls who are exercising for attention from guys because they’re dressed perfectly with their makeup on and they’re with friends
i say it’s for my health.
…
i hate running with a passion that burns to the depth of my being.
the only reason i have ever gone running, and the only reason i restrict my caloric intake is because i want to be pretty.
and pretty, in my f***ed up mind?
means THIN.
but i say it’s for my health.
I know I am super late on the ball, but I have been thinking about this ever since you posted it. I voted “I exercise mostly for fitness, good looks are an added benefit” on your poll and I wondered in my heart of hearts if that was really true. Then I read that on my fitness regimen (I recently started serious weight training) I have two choices: either lose weight and maintain strength, or maintain weight and gain strength. That was the day I stopped dieting because the choice between fat-be-gone and being able to do a push-up sans knees on the floor was a no-brainer.
The thing is, I think that the issue you raise is not confined to the fairer sex.
I have been working out in the free weights room for the past 2 months. During this time period, I have seen a lot of guys work out, but I have only ever seen ONE guy ONCE do an exercise for the legs. I’m in there doing squats, deadlifts, etc., and they are all doing fiddley exercises to make some part of their chest or arms look bigger. The truth: men are just as much, if not more, driven to train by looks than women are. I asked my husband if this was true. His answer? “Well, duh.”
The kicker: listening to a weight-lifting podcast where the hosts are discussing steroid use and arguing that its bad effects have been overstated. They say “the verdict? If used in moderation, they might not be too bad for you.” What the f***? If these people were working out for fitness and health, then “might not be too bad for you” is NOT good enough. These are the people preaching the paleo diet and all that jazz because it is supposed to be more healthy, but apparently “not too bad for you” is still good enough when it is about getting HYUGE.
Before you can start making decisions about about men’s, you need to know as much as you can about it. Read on….
Okay, so not only are we supposed to feel guilty about not working out enough, now we're supposed to feel guilty about the reasons we DO work out? I say whatever gets me out there with less food in my mouth. Sheesh, Char, I'll add that one to my list, thanks! :\