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  1. 1. COSMOPOLITAN An Analysis of a Popular Magazine By LeToya Singleton, Loretta Sexton, John Coster, Bart Zweigoron, and Ashley Estaque
  2. 2. Content
  3. 3. How Does Cosmo Add Up? Hard Stories: 7 Soft Stories: 24
  4. 4. Cover Stories <ul><li>Cosmo’s Kama Sutra 3 </li></ul><ul><li>Is He Really The One? </li></ul><ul><li>345+ Fall Fashion Finds </li></ul><ul><li>Make Him Your Love Slave </li></ul><ul><li>The Morning After </li></ul><ul><li>“ My Sister Married My Husband” </li></ul><ul><li>Feel Really Good </li></ul>
  5. 5. What are the Articles About? <ul><li>Women with problems that have found solutions </li></ul><ul><li>Women seeking men </li></ul><ul><li>Famous people </li></ul><ul><li>Fashion </li></ul><ul><li>Jobs </li></ul><ul><li>10 articles were ad-related </li></ul>
  6. 6. What Does This Tell Us About the Reader? <ul><li>Subject Matter deals mostly with men: </li></ul><ul><li>beautiful men, </li></ul><ul><li>how to get a man, </li></ul><ul><li>how to keep a man, and </li></ul><ul><li>how to look good for a man (at all times). </li></ul><ul><li>This leads us to believe that the readers are </li></ul><ul><li>subordinates trying to appeal to dominates . </li></ul><ul><li>*Some do buy Cosmo for entertainment value. </li></ul>
  7. 7. Readership <ul><li>Cosmo is geared toward women who are: </li></ul><ul><li>young </li></ul><ul><li>white </li></ul><ul><li>career-oriented </li></ul><ul><li>single or unmarried </li></ul><ul><li>childless </li></ul><ul><li>heterosexual </li></ul><ul><li>It does appear to be trying to attract more African </li></ul><ul><li>American women. </li></ul>
  8. 8. Cosmo and the Issues <ul><li>Liberal but no partisanship </li></ul><ul><li>Supports freedom of choice </li></ul><ul><li>Supports reproductive freedom (and lots of it) </li></ul><ul><li>Supports equal pay for equal work </li></ul><ul><li>Says nothing about day-care or children’s issues </li></ul>
  9. 9. Articles, Ads, and Stereotypes “ Beauty Q&A” + Avon lipstick = women aren’t beautiful w/o makeup women are in “ Fast Fixes for a Crummy Day” + Kotex = bad moods during periods sexy on the “ Be the Girl No Guy Can Resist” + Balance = outside, not showing intelligence
  10. 10. More A & A & S “ How to Be a Guy’s Girl” + birth control = must have sex to have a man “ Dating Diary” + Hennessy = must drink to have fun
  11. 11. Advertisements
  12. 12. How do the Ads Add Up?
  13. 13. Crown Royal <ul><li>Ad for a general product </li></ul><ul><li>geared toward women </li></ul><ul><li>Says that it’s easier to </li></ul><ul><li>get a man if he’s been </li></ul><ul><li>drinking </li></ul>
  14. 14. Master Card <ul><li>General product geared </li></ul><ul><li>toward women </li></ul><ul><li>Woman not given an </li></ul><ul><li>identity and has nothing </li></ul><ul><li>to do with the text in the </li></ul><ul><li>ad </li></ul>
  15. 15. White Rain <ul><li>General product geared </li></ul><ul><li>toward women </li></ul><ul><li>Woman has no identity </li></ul>
  16. 16. Herbal Essences <ul><li>General Product geared </li></ul><ul><li>toward women </li></ul><ul><li>Woman has no identity </li></ul><ul><li>Plays to the myth women </li></ul><ul><li>are nymphomaniacs </li></ul>
  17. 17. Tums <ul><li>General product geared </li></ul><ul><li>toward women </li></ul><ul><li>Capitalizes on women’s </li></ul><ul><li>problems </li></ul>
  18. 18. Always <ul><li>Women’s product </li></ul><ul><li>Image of the man, not </li></ul><ul><li>a woman,represents </li></ul><ul><li>security for a women-only </li></ul><ul><li>product </li></ul>
  19. 19. Charles David <ul><li>Shoe advertisement </li></ul><ul><li>(had a hard time figuring </li></ul><ul><li>that out) </li></ul><ul><li>Woman objectified and </li></ul><ul><li>broken down to a single </li></ul><ul><li>body part </li></ul>
  20. 20. Me Too <ul><li>Shoe and Handbag Ad </li></ul><ul><li>Woman objectified </li></ul>
  21. 21. Bust MAXimizer <ul><li>Woman broken into </li></ul><ul><li>body parts…no identity </li></ul>
  22. 22. That Look <ul><li>Surgery is easy to get- </li></ul><ul><li>even for the masses </li></ul>
  23. 23. Candies <ul><li>Cologne and Perfume </li></ul><ul><li>Ad </li></ul><ul><li>Where’s that shuttle </li></ul><ul><li>going? </li></ul>
  24. 24. Illustrations and Cartoons
  25. 25. Body Bulletin Relying on drugs
  26. 26. Bad BBQ Where are her clothes?
  27. 27. Kiss and Tell Can’t keep a secret
  28. 28. Pick-Him-Up Pointer Where’s her hand? Reminiscent of “ The Accused”
  29. 29. Bedside Astrologer She’s naked… Censored
  30. 30. Illustrations <ul><li>Lots of makeup </li></ul><ul><li>Scantily clothed (lots of tube tops) </li></ul><ul><li>Positioned in provocative poses </li></ul><ul><li>All thin </li></ul>
  31. 31. Personnel
  32. 32. Editor-in-Chief <ul><li>Kate White-former editor for Redbook </li></ul><ul><li>Former editor: Helen Gurley Brown </li></ul><ul><li>-democrat and liberal </li></ul><ul><li>-current Editor-in-Chief over international </li></ul><ul><li>versions </li></ul>
  33. 33. Staff <ul><li>68 total (57 women, 9 men) </li></ul><ul><li>Two men on Managing Staff (Art and Photography Directors) </li></ul><ul><li>One man Senior Articles Director </li></ul><ul><li>One man Fashion Feature Editor </li></ul><ul><li>One man Advertising Publisher </li></ul>
  34. 34. Summary for Personnel <ul><li>Women are mainly in authority positions </li></ul><ul><li>No writers really well known </li></ul><ul><li>No political affiliations discussed (probably to not offend anyone) </li></ul>
  35. 35. Summary Cosmo reaches women around the world and, although some women read it for entertainment only, it sends distinct messages to women about how to look and act. It objectifies women through articles, advertisements, and illustrations. Although Cosmo seems to be trying to teach women how to live a more liberal and liberated life, advertising seems to hold the magazine down.