Culture Jam

Posted by in Uncategorized

The advertisement above was publicly shared by a gym franchise, Anytime Fitness. The print advertisement was an attempt to increase brand awareness as well as attract possible sales; the print predominantly centers around an evidently muscular, young, professional man.  The suit worn by the individual exemplifies a particular level of professionalism as well as possible dominance in the social world. Despite the smile, the man is seen to be holding a very tense and has his arm flexed, once again indicating his dominance — an intrinsic trait of hegemonic masculinity….read more