In ‘Muscle and Fitness’ there is no eye contact from Arnold Schwarzenegger. He is wearing sunglasses, and his face is not looking towards the camera. This makes the reader feel intimidated, as if they are not worthy enough for him to look at, and it tempts them to buy the magazine so they can one day have people looking up to them. In contrast, Arnold Schwarzenegger seems to look directly at you in ‘Esquire’, and he is also smiling. This shows the reader how confidant he is, which is why it appeals to succeeders.
Arnold Schwarzenegger wears a tightly fitted plain shirt, with no brand name in ‘Muscle and Fitness’. The reason for the shirt being plain and brandless is so that it draws the reader’s attention toward his muscles, and it makes them think of how they’d like to look like him. In ‘Esquire’ however, Schwarzenegger is dressed in a smart suit that makes him look responsible and clever. This would therefore appeal to succeeders because they would think of him as an equal intellectual. He is also wearing a wedding ring, which backs up the responsible image previously set.
The colour connotations of each magazine vary greatly. In ‘Muscle and Fitness’ the colours used are mainly primary, strong colours such as red, yellow and black. These colours hold many connotations. Red, for example is the colour of blood and fire, and is therefore associated with danger and power. Black is also associated with power and mystery. These things appeal to aspirers, and as the colours are used in the masthead and the strapline, which Schwarzenegger is standing in front of, they seem to apply to him. The background is a picture of flames, which makes Schwarzenegger seem invincible and manly for standing in it which appeals to readers in a similar way to the previous. The colours in ‘Esquire’ are completely different. Rather than using block colours, it uses more hues of one colour which makes it seem more sophisticated. The main colour used is blue, which holds the connotations of trust, intelligence and calm. This would make the readers feel ordered and sensible, and that Arnold is also like that. The colours used are red, white and blue, which are the colours of the stars and stripes. This may make the magazine seem patriotic, and important. The main colours match the clothes that Schwarzenegger is wearing, the red and the two blues are all the same hue as on his tie. Once again this creates and impression of how organised and neat it all is, which appeals to succeeders.
The body posture of Arnold Schwarzenegger in ‘Muscle and Fitness’ is a stance of strength and power. His arm is tensed to show off his muscles. His arm is also close to the sell line ‘20 inch arms in 3 big moves’. This adds to the effect, because the reader would see the sell line and then his arm and they would aspire to get arm muscles like his. The camera angle is side on, as this shows off his muscles best and also means he is not facing the camera. In ‘Esquire’ Schwarzenegger is directly facing the camera, and his finger is pointed towards it. This would make the reader feel as if he was pointing again, creating the image of being special and involved.
