FHM was an influential men's lifestyle magazine that ran from 1985 to 2016. It covered topics such as fashion, sports, entertainment, music, and technology, but its humor often included satirical takes on current events. The magazine had a unique style and tone that made it stand out from other magazines targeting young male readers. Its blend of serious journalism and lighthearted humor made it a popular read for many years. In this essay, we will explore some of the ways FHM used humor to engage with contemporary culture and how this approach contributed to its success.
One of FHM's most notable features was its "Sexy 100" list, which ranked the year's hottest women according to readers' votes. This annual feature was accompanied by humorous commentary from FHM editors, who poked fun at celebrities' looks, body types, or personalities. For example, one edition featured actress Angelina Jolie as the top pick, with the caption "She's so hot she could melt ice caps." Another issue joked about singer Miley Cyrus' controversial performance at the MTV Video Music Awards, saying she "stripped down to nothing more than a see-through bodysuit and a pair of sunglasses." These playful comments added levity to what would otherwise be a straightforward ranking system and helped build reader loyalty.
Another way FHM incorporated humor into its content was through parodies of well-known brands and products. One memorable spoof involved a fake infomercial for "The Chompon," a device that promised to make men more attractive to women simply by attaching it to their crotch. The ad claimed that The Chompon had been endorsed by celebrities like George Clooney and Brad Pitt but also highlighted its potential downfalls, such as causing embarrassing boners in public places. This lighthearted take on advertising was both entertaining and thought-provoking, challenging conventional ideas about masculinity and consumerism.
FHM also used satire to critique popular culture and social trends. In one article, it mocked the rise of online dating apps by asking readers to imagine being stuck in an elevator with someone they met on Tinder. The piece imagined how awkward and uncomfortable this scenario might be and poked fun at the superficial nature of online dating. Other articles took aim at politicians, celebrities, or cultural phenomena such as reality TV shows or social media influencers. For example, a 2014 article titled "Kim Kardashian's Selfie Book: A Critique" skewered the celebrity's self-promotion and overexposure on social media platforms.
Overall, FHM's use of humor was key to its success. Its unique blend of serious journalism and lighthearted commentary made it stand out from other magazines targeting young male readers. By satirizing contemporary culture and social trends, the magazine engaged readers on a deeper level and built loyalty among fans who appreciated its irreverent approach. While FHM has since ceased publication, its legacy lives on through websites such as BroBible and Complex, which continue to incorporate humor into their content.