Points from handout

The formula to achieving a high successful readership within a dominantly male audience reflects and enforces the theory of Laddism and the winning formula has been defined as Beer+Sex+Babes. Gained from titles such as loaded,FHM and Maxim.

Mens lifestyle magazines such as Loaded and FHM are targeted at a media audience stereotyped as Lads. It is referring to men aged between fifteen and twenty five years

Due to the changes both culturally and socially, it is now accepted by society to see fully naked models in such magazines like FHM and loaded

Women are traditionally seen as beautiful, attractive and well groomed. This then puts stress and a burden on women to conform what males think is attractive.

These institutions also present women as the weaker gender and were only made to make men's life more enjoyable and entertaining.

The theory also known as the effects tradition would suggest that mens lifestyles magazines affect attitudes as they imply men to be the more dominant gender over women.

Mens magazines represent women as the prototypical object of sexual desire, presenting the idea that a womens purpose is to look appealing and attractive to male audience thus linking to laura mulveys theory.