The ideals the magazine sets up for its readers to aim for can be seen in
short, imperative statements that followthe pattern of“Win a cruise for two!”
Imperatives such as these always contain a desirable goal, so placing any goal
in this grammatical construction presupposes its desirability. Some of these
goals, such as “Never have a heart attack” (June 2000, cover) are straight,
unproblematic health goals. Others, however, seem to involve an agenda that
goes beyond health. The following sections highlight several aspects of the
ideal man constructed by the magazine, ideals which appear to go beyond
simple health considerations.