The magazine I chose for analysis is a March 2010 issue of Men's Magazine. The magazine provides health tips and tricks on one cover and on the other cover men's style tips . 33 pages of the magazine cover style and 136 pages cover health, sex, relationships, fitness and nutrition with approximately half of the magazine containing advertisements for a variety of products including cars, cologne, clothes, alcohol and healthy foods. Men's Health's intended audience is made up of heterosexual men over the age of 18 who can afford to purchase the products advertised and have enough free time to try the health and fitness advice provided. The aim of Men's Health is to be a comprehensive men's magazine that covers what most women's magazines are expected to cover such as health, relationships, sex and lifestyle. Men's Health may be the best of men's magazines, but it still hides some hidden complexities including sexism and bias. Scrolling through the magazine I see many advertisements for products and toiletries showing virile men in both their poses and their appearance. An advertisement for Dove Men + Care body wash on page 33 shows a man wearing a cycling outfit with the slogan "Be comfortable in your skin." Kirkham and Weller state in their case study of Clinique, "...color plays an important role in gender differentiation...Those for men are mostly packaged in gray bottles or tubes, with occasionally pale blue" ( GRCM, 268). The Dove ad shows the bottle in a dark blue tube with the word “men” in bold to distinguish it from Dove's women's bottle. What's interesting is that the distinction is made so that Dove can get sales towards men but they most likely use the same formula they use for them... middle of the paper... the March 2010 issue of Men's Health and watch a magazine about fitness, health, romance and style aimed at men. Upon further inspection I was able to see that there are additional complexities that link this magazine to still showing the hegemony of straight white men over women and minorities. Although less obvious as other magazines, for example Maxim and FHM, the complexities are still present with examples of gay window advertising, male versions of toiletries and the complementary text typically used by women's magazines. This magazine seems to be a great example of how the modern has improved from what it was at the beginning of the 20th century, but it still lacks a comprehensive look at the lifestyle of all men. It improves on magazines of the time, but shows that we still need to do more to remove the sexism and minority-related prejudices that still exist today..