The New Ideal Of Beauty

It's taut, toned and coming on strong

"make a muscle, son." A sunny summertime vision out of the Norman Rockwell past. Dad, middleaged, healthy and proud, wears the smile of a successful Little League coach. Bobby or Timmy or Pete, a freckle-faced 9 or 10, crooks his slim arm and strains to pop that first bicep. To the side is a Betty Crocker mom, beaming at her new young man. And off in the back, pug nose sniffing in disdain, is Kid Sis. "Boys' games!" her elfin derision seems to say. "Showing you're strong. Proving yourself....

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!