The Imagination Of Esquire

With the rise of women’s social status, from the "tough guy", "uncle", "warm man" to "fresh meat", they define the male images in their minds again and again. Fashion magazines are always leading the fashion trend. Women’s fashion magazine is an important platform for expression of feminine words power, what are the male images they created?In this paper, the male images in women’s fashion magazines were studied, based on gender theory, using the text analysis, and selected a sample of<VOGUE China>, from 2013 to 2015,118 male images,57 articles studies to fully rendered images of men in women’s fashion magazines, and to explore the reason behind its formation.The study found that women’s fashion magazine presents three main male characters, hegemonic male figures, metrosexual, and the ubersexual. With the emergence of "Male beauty consumption" era, "Esquire" walked onto the stage from behind the scenes. The male naked body appeared frequently in ads and flower boys endorsed a variety of women’s products, people called for young men with "fresh meat". One is not born a man, but becomes one. Business logic, female status and the gender imagination, shaped the male images in women’s fashion magazines. All the time, all sectors of society are advocating women’s liberation, but the study found that male stereotype has been deeply rooted, and men are also victims of a patriarchal society. Male liberation also deserves attention.