Deconstructing Covers of Arnold

1. What do you see? How does he look?  

The fitness cover portrays a very muscular Arnold. He is in a casual T-shirt and is wearing sunglasses. His hair is brushed back and he is not smiling. He is at a slight side angle and though he is wearing sunglasses, he is not looking at the reader but past the reader. He looks determined and in control.

The Esquire cover pictures Arnold in a suit and tie. He is smiling and is looking and pointing at the reader. He looks happy, friendly and confident. The hair is stylish and has a slightly tousled look rather than slicked back like on the Muscle cover.

2.  How does he make you feel? 

The Arnold in the fitness cover does not look approachable. He looks serious, a little stand offish, and powerful. He looks like he would use brute force to get what he wants. His biceps and forearms is abnormally overdeveloped; this is a person who spends a lot of time in the gym. He doesn’t appear to be a person who has a sense of humor. He looks serious.

The Arnold on the Esquire magazine looks approachable. He is engaging the reader and appears to be looking and pointing directly at the audience. The suit gives the impression that this is a business person that uses brains and negotiation to get what he wants rather than brute force.

3. What do you think about this person now? How does he make you feel?

The recent news of his extra-marital affair, which produced a love child, makes me feel disappointed in him because I thought he was a good role model and had integrity.

4. How does he look?  How do those "looks: influence how you feel? 

Arnold looks the part of a businessman and politician on the Esquire cover. He looks more mysterious and serious on the Muscle cover. He looks to be more honest on the Muscle magazine because the smile looks too contrived on the Esquire cover.

5. What lifestyles, values, points of view are represented or omitted? 

Middle class people and fitness buffs likely identify with the Muscle cover. The Esquire cover would appeal more to professionals, people of culture and probably more educated.

6. What are the differences between the two covers? What techniques are used to attract your attention? Pay attention to body language, clothing, camera angle, lighting, color, eye contact ect.

The angle of Arnold’s body and the slight upward tilt of his head and the sunglasses exudes an air of
“You can’t touch this.” The red and orange background creates excitement, intensity, and boldness.
Red is a power color. Half his face is lit, and coupled with the sunglasses creates a sense that we cannot see all there is to Arnold. His arm is in a position ready to “block” someone from getting too close. The Esquire Magazine uses a blue background for sincerity. Arnold is facing toward the audience and is smiling. He is pointing his finger similar to Uncle Sam in the recruiting pictures, as if to say, “I want you” or “Have I got a deal for you!”  In retrospect, it is interesting that the magazine chose to put a beautiful model on an inset against Arnold. It subtly suggests that he is a ladies’ man. The white shirt is conservative and the tie is red with gray pinstripes. Red is a power color.  Arnold is looking right at the reader and his head is tilted slight down. He looks as though he is ready to negotiate a deal.