Women's magazines have evolved significantly over the past century. Originally more illustrated due to technology limitations, magazines in the 90s began using more photographs as personal computers became more common. Specifically, Cosmopolitan magazine shifted from portraying aristocratic lifestyles to focusing more on partying, sex, and music typical of modern lifestyles. Cosmopolitan targets women by focusing on fashion, beauty, and relationships. It aims to make readers feel like they are getting exclusive advice from a friend. However, the magazine often portrays unrealistic ideals that can be mentally damaging by focusing on expensive lifestyles and perfect appearances unattainable for most readers.

1. Critical Approaches
Genre Research
Jamie Mellors

2. Women’s magazine have evolved
enormously over the past centaury. The
original designs were more illustrated than
photographic due to less advanced
technology in the print industry and image
capture industry. Somewhere in the 90s use
of personal computers swept the globe and
therefore everything including the print
industry developed. Focusing more on the
representations present in the magazines.
The focus of the magazine has always been
women. To begin with the magazine seams
to be very respectable and smart. Horses
are featured on the cover with a drawing of
a woman looking very regal. However as the
times have changed the magazines evolved
to incorporate full body shots in the 70s and
in the later decades the women are
photographed wearing very little. The style
of font has changed which is a sign of a shift
in target market. This could also be a change
in what was perceived as how women
should behave. One reason or another there
is a definite change from the aristocratic
lifestyle to the parting/sex/music lifestyle
that is idolised in Cosmopolitan today.

4. Cosmopolitan
Cosmopolitan is a women’s magazine in the sense
that it is sold to women and covers topics they are
interested in. Fashion is very prominent, beauty
tips and “Secrets” are also a major feature usually
featuring on the front cover of the magazine. A
female model/famous person features on the front
cover as a role model to aspire to. Use of the word
“sex” or “sexy” pops up frequently also “quick”
and a set list. For example “21 mind blowing sex
moves” a list is a structure that is good for page
layout and readability. There are “+” and “&” signs
to make the reader feel like they are reading
exclusive material. The magazine is trying to make
the reader feel as if they are talking to their best
friend. Cosmopolitan magazine is a magazine
exclusive to women, it focuses on everyday life for
the consumer. I think women who read
Cosmopolitan are looking for advice and guiding in
how to enjoy their leisure time.

5. Cosmopolitan
Representations present in the magazine:
Age and Gender:
The front cover is a give away as to how genders are represented. On ever issue the woman
on the front is shown to be a role model that should be looked up to. Nina Dobrev is the
actor on the front cover. She is portrayed as powerful, respectable and independent.
Cosmopolitan has coordinated the photo shoot that Dobrev has been captured with her hair
flowing outwards expanding how big she appears. She is also intently staring at the camera
with a determined and sharp look. In all the issues of the magazine the models are shown as
decadent and an ideal. The are a chosen representation of the epitome of style and womens
traits in western culture (ie UK, USA, parts of Europe). The choice of colour for the
background of the front cover is a rich pink, verging on purple at the bottom. The colour pink
is symbolic of the female gender the strong colour that has been used for the background the
use of it here suggests female independence, strength, importance and on top of this it
clearly illustrates that the magazine is targeted at women. There is a by women for women
theme. This plays on the running exclusivity, secret, best friend pattern that reoccurs
throughout.

6. Vogue
The significant female presence in the magazine leaves little room for representations of other social
groups. We rarely find an article on anything male. Articles about men are common although they are
always spoken about from a female point of view. Similarly to cosmopolitan (and all women’s
magazines) there is a very dominant focus on style, class and lifestyle in general. Vogue in particular
portrays the entire female gender as incredibly classy, smart and luxurious. Like how you might
imagine a female lover in a black and white French film. The models and sets all point in this direction.
Black and white is also preferred very often depending on the setting. However model is the photos
are very attractive, not only this but the photos are highly controlled. A single photo shoot will take
multiple hours with an entire crew, with lighting equipment and professional equipment present. This
means that the final image displays the model at their absolute best. From here the model’s
appearance will be distorted even further to achieve the “ideal” look. This ideal look largely revolves
around the body and figure. The audience of the magazine is made up virtually entirely of women.
High exposure to this “perfect” appearance can be mentally damaging as such an unrealistic portrayal
of female image is not achievable. Therefore I consider this a negative representation. The high level of
glamour and smart French look is particularly prominent in Vogue there are changes in tone between
women’s magazines. For example Cosmopolitan features significantly more articles about sex whereas
Vogue focuses on expensive fashion and luxury living. The magazines heavy influence on the
suggestion that the reader should aspire to live an expensive lifestyle suggests that the reader should
be wealthy and decadent. Vogue photo shoots go further than the just the model, there are full
articles with elaborate sets. Holidaying in the Mediterranean is a common one. These holidays are
shown to be the pinnacle of fashion, they are typically shown to be very expensive, which is the key
issue. Models are shown on boats and cafes generally looking as if there is an aroma of class and
culture surrounding them. The problem is that these holidays are not affordable to most, the reader is
not only obliged to

7. Examples of a a very expensive holiday lifestyle that shows that people should as aspire to
be wealthy. Which creates more unrealistic representations with in the magazine.

8. Vogue magazine is rife with adverts. Adverts will typically be an item
of fashion, not only that but a very expensive and designer fashion
accessory. Ralph Lauren eyewear is shown below. The glasses shown
in this advert are sold for $219.00 which is of course an excessively
large sum of money for what you get. There is a demand and
obligation for the audience to splash out money on expensive and
unnecessary products. Although it is worth mentioning that the
magazine is fashion themed and it is therefore expected, even the
articles are reviews of various fashion items.

9. The pull quote in this article reinforces
my point.
“Fashion doesn’t change all the time
but you need to be relevant with your
time”

10. While men are not absent from the magazine they are not represented as a social group of
their own. Men in the magazine are not show as living and thinking human beings. Articles
that feature men are not in any significant depth about man, very little male opinion or
perspective is included. The below example shows musician Hoizer posing with Caroline
Terenti, a Vogue model. The man has been wheeled out as eye candy with on more than an
introduction. He is used as a prop for the photo shoot and is no more real than the motorbike
he is sitting on.

11. Few other social groups are present in the magazine other than women of class and wealth.
But one that is present is that of family life, particularly children. In similar circumstances to
how men are portrayed in the magazine children are used as props to accompany the
model.