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Website Of The Week – Maxim

http://www.maxim-magazine.co.uk/
Trawling through the weird and wonderful landscape that is the internet, this week I find myself at the Maxim website, a common destination – I’m sure – for many an (male) internet surfer.
The relaunch of the Maxim site is much more accomplished design wise than its predecessor. There are many flashing, beckoning icons to be seen and invariably a pretty girl on the front cover. This week we are graced with the presence of Gabi Simpson, resplendent in stars and stripes bikini and platform boots. And if that doesn’t get your mouth watering, then what on earth will?
The site presents you with a choice of music, book and fashion features, all of which are particularly unspectacular. Note in the fashion session, after having met ‘Mr. Charming’ and ‘Mr. Laidback’, you can peruse not one, not two, but 12 pictures of black shoes; the only difference between them being their designer and nothing else… fascinating.
Of course, the highlight of the Maxim website has to be its interactive features where the lovely Gabi will pose any which way you like, and a catalogue of girls is available ‘for your pleasure’. This is the kind of thing which could be considered ‘a bit of fun’, ‘harmless’ or ‘soft porn’, depending on your point of view, and obviously is one of the reasons for the popularity of the Maxim brand. The narrative on the site is actually very funny in places, characterised by the laddish humour which has made Maxim and its competitors Loaded and FHM so successful.
Although many of the interactive elements are stuff that little – and big – boys’ dreams are made of, the tone of the website smacks of the bloated, undersexed and desperate individuals that inhabit the dark fearful recesses of women’s worst nightmares.
An attractive site design-wise, with humorous and witty script in places, but Maxim is appealing to the lowest common denominator to grab people’s attention. Pretty girls in pictures is one thing – but let’s not go over the top. I’m a true believer in there being no substitute for the real thing, so come on, get out and get a life!