2. o ‘Cosmopolitan’ is very conventional as a real-life fashion and
lifestyle magazine.
o The masthead is made recognisable with its bold, capitalised
typography as well as colourful print with a variety of colours,
dominating the top of the page.
o Each edition includes a cover image of a famous women in a
confident, stylish pose. Long-shot, showing the torso upwards or a
full body image.
o Each edition has a ‘base colour’ followed by bright, stand out sell-
lines and catchy slogans which draw in a younger audience.
o This magazine is aimed at mostly women aged 18-34.
o Each magazine is marketed with personality quizzes to introduce
an interactive element.
o Barcode is located bottom left or right.
o Main text is usually black or white.
o VERY small issue number located at the top right, alongside date.
o Colour palette is feminine, pink and neutral colours.
o Price is set at £2.99 in WHSmith's or – ’12 months £18’.
3. Representation
o‘Cosmopolitan’ presents women through outdated stereotypical
conventions. Women are styled for the camera, posing in arguably
sexualised positions as well as suggestive facial expressions.
oContrastingly, the woman appear confident and empowered through this
sexualised imagery which could convey that these woman are happy being
styled and posed in this manner. The women do not seem objectified which
only reinforces the appeal of this magazine to young women.
oMen rarely featured in ‘Cosmopolitan’ which emphasises this women-only
brand image.
o The majority of women represented in the magazine covers are white. This
could be viewed as a preferred target audience being white and
‘Cosmopolitan’s’ view of the beauty-standard being white women.
oThe slogans and sell-lines refer to an older demographic, topics of babies
and work life which contradicts my chosen demographic.
4. Ideologies
oI think that ‘Cosmopolitan’ connotes a preferred reading of a more
liberal ideology. Not only do topics such as sex-life, nudity and
working from home appear but also, these topics are celebrated rather
than shamed.
oWomen are portrayed as empowered through their sexuality and
seductiveness. It appears that the women on the covers are using their
attractive looks to their advantage to gain readers attention and
inevitably profit from. (Overall a smart ideology to have. If you got it,
flaunt it)
oThe content in the magazine tends to portray a central to left-wing
ideology. Representations are fairly diverse and most articles are
written from a woman’s point of view.
5. o Large numbers to market helpful tips and tricks. A quick and
easy way to highlight key stories, specifically for a pro-active
audience.
o Women controversially appear ‘whitewashed’ (to the left),
possibly due to the harsh, unnatural studio lighting.
o Images are staged and clearly edited with skin smoothing
technology. Could be for aesthetic reasons. Another
interpretation could suggest that this magazine idealises a
‘perfect’ woman - setting unrealistic expectations.
o Bright ‘base’ colour commonly used as well as bold typography.
o Layout is fairly crowded, including lots of slogans and sell-lines
to entice audiences.
o Focused on health and sport, rather than fashion which is
unique.
o Price is set at £4.99 in Tesco, or online – ‘6 months for £9.99,
renewing every 6 months at £35.99’.
o Barcode varies, edition and date is extremely small under the
masthead.
6. Representation
o‘Women’s Health’ presents women as strong and independent. The
white lighting emphasises the women's muscles. This may be viewed as
inspirational for female readers. Contrastingly this could be viewed as
creating an idealised image of the ‘perfect woman’. Not showing a
variation of body types.
oPresented with happy facial expressions and direct mode of address.
Connects to readers – could be a type of ‘call to action’ in the sense that
this magazine may motivate the reader to become more healthy
physically.
oArticles are written by mostly females.
oAlso offers a ‘Men’s Health’ magazine which clearly separates the two
target audiences. Surprisingly, readers of ‘Women’s Health’ are 40.2%
men and 59.4% female.
7. Ideologies
o‘Women’s Health’ subverts Van Zoonan’s ‘male spectacle’ theory by
presenting females in a similar manner. The cover image women have
been photographed using harsh, white lighting to highlight muscular
features. This creates a spectacle of the women, someone readers can
be inspired by.
o Only talks about physical health, rarely menta health which is quite
outdated and enforces a more conservative, right-wing ideology.
oThe ‘whitewashed’ women supports the notion of postcolonial
melancholia, which again is outdated and possibly targets an older
demographic.
9. Contents pages
Vintage
o The large images are eye-capturing and
bold. Targeting a younger demographic.
o Less content but clear and aesthetic to
look at.
o Main story is emphasised with the large
‘132’ numbers. Locating stories is simple.
o Colour palette is bland , however, less
may be more here as the large pictures
speak for themselves.
o Subtle plugs on the page, highlighting
coverlines.
o Clear, large date.
New
o Simplistic, modern style. Possibly
targeting an older demographic.
o Colourless theme. Image isn’t bold or
unique.
o Plug on image markets the models music
career. Limiting the target audience to
Rita Ora fans (there aren't many).
o More detailed contents separated into
featured and internal articles.
o Clear, large date.
10. Summary of typical codes and conventions
oCover image of woman. Stylish and confident. Connoting empowerment
and strong femininity.
oLarge, bold masthead. Dominating the top of the page.
oHelpful tips and tricks, celeb info and sexual themes as stories.
oI want to include student tips and mental health rather than physical
health and looks. I believe this will differentiate my magazine from other
health and lifestyle magazines on the market.
oLayout is colourful and bold to target a younger audience.
oPlain background to make the cover image stand out.
oWriting from a woman’s point of view.
oLong-shots showing most if the models clothing. (fashion aspect)
oDirect mode of address through models.
