The British edition of the American magazine Men's Health was launched in February 1995 with a separate editorial team, and is the best-selling monthly men's magazine in the United Kingdom, selling more than GQ and Esquire put together. The magazine focuses on topics such as fitness, sex, relationships, health, weight loss, nutrition, fashion, technology and style. The currently editor-in-chief is Morgan Rees; Toby Wiseman is the featured editor.
When starting a diet, it is likely that your body will be deprived of something essential that you need. This is simply because you are changing the way that you eat and you may not have worked out all the little nuances of your diet yet. If you use to get a lot of your daily intake of fiber from fruit, for example, your new diet may not allow so much fruit. Therefore, your fiber intake will decrease and your body will be signaling you to eat more fiber in any way it can. You’d have fruit cravings not because it is delicious but because your body needs it.
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If your cravings are strong, there is a second reason why you should never ignore them or try to ignore them and that is because of your mental health. If you are dying to eat something sweet, it may be all you can think about. You wake up and really want a sweet treat. If you choose not to satisfy this craving, that doesn’t mean the idea of eating something sweet goes away. You will be dwelling on that sweet snack at lunchtime and probably obsessing over it by dinner. If you do not satisfy your cravings, they will be the only thing you can think about. If you have ever diets or restricted what you eat then you know this is all to true! Cravings don’t just go away because you “choose” not to give in to them. Instead, they linger and grow until it is all you can think about.
The content of the U.S. version in the year 2000 was analysed in Stibbe (2004). The findings suggested that Men's Health gave some useful health advice but included images of masculinity that were counter-productive for health promotion. In particular, the form of hegemonic masculinity promoted by the magazine had the potential to promote negative health behaviours such as excess alcohol consumption, excess meat consumption, reliance on convenience food, unsafe sex, and aggressive behavior. The scope of this study did not include how the content of the magazine has changed over time, or how the content of the UK version differs from the U.S. version.