FHM's Language Was Often Colloquial and Slang-Heavy
The magazine's writing style included lots of British slang and informal language, creating a conversational tone that connected well with readers.
FHM was a popular men's lifestyle publication founded in the UK in 1985 and later sold to EMAP Publishing Ltd in 1988. It featured articles on fashion, gadgets, sports, travel, food, drink, cars, celebrities, music, and women. Its editorial stance was irreverent, humorous, and masculine, focusing on men's interests and desires.
FHM used colloquialisms and slang throughout its articles to create an engaging and relatable voice for its readers. The magazine employed casual language such as "mate," "chaps," "bloke," and "dude" to refer to male readers and "bird," "girl," or "doll" to describe women. It also used slang terms like "bender," "boozing," and "binge" to describe excessive alcohol consumption and sexual activities like "shagging." FHM frequently used acronyms and abbreviations, including "WAG" (wife or girlfriend) and "POV" (point of view).
The use of slang made FHM feel accessible and familiar, making it easier for readers to connect with its content. It fostered a sense of camaraderie between the reader and the writer, as if they were talking directly to each other instead of being lectured by a distant authority figure. This helped the magazine stand out from more formal publications that felt stiff and academic.
Despite some criticism that FHM's language objectified women and trivialized their roles in society, the magazine defended its style as representative of modern-day conversational English. Many readers appreciated this approach because it reflected how they spoke in real life, making them feel like they had found a publication that understood them and their values.
By using slang and colloquial language, FHM created a unique tone that set it apart from competitors. Its editorial team believed that readers would be turned off by overly serious and technical writing styles, so they aimed to create an atmosphere of informality and intimacy. By doing so, FHM successfully connected with millions of men worldwide who shared its desire for fun, adventure, and excitement.
FHM ceased operations on 17th November 2015 after its last issue published.
Its legacy lives on through the many young people who grew up reading and enjoying its irreverent humor, engaging voice, and casual style.