Sex Sells! A media analysis of Cosmopolitan

What follows is an example of a critical analysis of mass media; specifically Cosmopolitan magazine. It is not intended to be an analysis of ethics or morality, but an objective analysis of one specific pattern used by this publication as a medium. From a student writer perspective, let this serve as an example of an A paper.

I compared the cover designs from the 2010 issues of Cosmopolitan. I used only the issues printed for the United States. I noticed significant patterns in the use of certain words and themes. I’ve included images of each design with a label identifying the two most prominent words on the page, and other words that are less prominent, but stick out as supporting language.

I also looked at the models themselves, how they are dressed and what kind of image this portrays to the potential reader. I identified a pattern of sex on the page, both in word usage, and suggestion.

“If you review a number of Cosmopolitan covers, you’ll notice that they typically feature a body shot of a female model surrounded by blaring headlines often featuring the words ‘Hot’ and ‘Sex’…. The cover model is dressed provocatively... She looks confident.” (Campbell, Martin, & Fabos, 2010)

OCTOBER

Lauren Conrad

Most Prominent Words: ORGASM, SEX

Supporting language: Naughtiest, Drama, Love, Dirty

(lauren-conrad-cosmopolitan-magazine-october, 2010)

SEPTEMBER

Jessica Alba

Most Prominent words: SEX & UNTAMED

Supporting language: Love, fire, touch, sexy, seduce

(jessica-alba-cosmopolitan-magazine-september-2010, 2010)

AUGUST

Britney Spears

Most prominent words: SEX & SEXIER

Supporting language: hot, bed, intensifies, pleasure, G-spot, flirt, naughty

(britney-spears-cosmopolitan-magazine-august-2010, 2010)

JULY

Shakira Mebarak

Most prominent words: SEX & HOT

Supporting language: forbidden, naughty, sexy

(shakira-cosmopolitan-magazine-july-2010, 2010)

JUNE

Pink

Most prominent words: SEX & SEXY

Supporting language: sizzling, sinful, orgasm

(pink-cosmopolitan-magazine-june-2010, 2010)

MAY

Heidi Klum

Most prominent words: SEXY & ORGASM

Supporting language: sex, satisfy, love, relationship

(/heidi-klum-cosmopolitan-magazine-may-2010, 2010)

APRIL

Lady Gaga

Most prominent words: SEX & Naked

Supporting language: love, men, G-spot

(/lady-gaga-2-cosmopolitan-magazine-april-2010, 2010)

MARCH

Carrie Underwood

Most prominent words: NAKED & CRAVINGS

Supporting language: sex, naughty, love, relationship

(carrie-underwood-cosmopolitan-magazine-march-2010., 2010)

FEBRUARY

Anna Faris

Most prominent words: SEX & LONG

Supporting language: “sweet and slow” “quick and dirty” irresistible, crave

(anna-faris-cosmopolitan-magazine-february-2010, 2010)

JANUARY

Amanda Bynes

Most prominent words: SEX & FUN

Supporting language: thrill, sexy, dared, secret

(/amanda-bynes-cosmopolitan-magazine-january-2010., 2010)

One significant pattern here is the use of sex; the word, the topic and the suggestion of it. The word sex, or some variation of it, such as sexy or sexier is a prominent word in every issue except March, where the most prominent word is naked, and the topic is things to do when naked… suggestion of sex.

“One thing you’ll notice is that all of these models look incredibly alike…” (Campbell, Martin, & Fabos, 2010) All of the models have similar body types, and nine out of ten have light skin and blond hair. They are all dressed in revealing and provocative clothing, and every outfit allows a peek at the breasts of the model, again suggesting sex.

The supporting language reveals the subject matter within the magazine. The front running topics in this publication are almost all about sex; ways to have sex, ways to enjoy sex, and ways to make your partner enjoy sex. Less prominently featured, but still a strong presence are the articles on how to look sexier, be sexier, and how to make someone want to have sex with you.

What does this mean? Sex sells. Cosmopolitan is “the United States’ leading fashion magazine” (Campbell, Martin, & Fabos, 2010). To be a leader in publishing, they have to sell issues. Their brand recognition is so strong that they feel confident letting the model cover up the name of the publication.

The topics featured in the articles in Cosmopolitan magazine all follow the basic theme of sex, how to get it, how to keep it, how to enjoy it, how to improve it, how other people are doing it, etc. This is the same in every issue, and people keep buying it, so it must be what they want to read about.

Cosmopolitan appears to be a magazine for women, and yet everything about it is designed to appeal to men. The articles teach women to make themselves more attractive for men, how to get a man, keep a man, please a man, etc. But, it isn’t all Cosmopolitan’s fault.

An article in Psychology Today says it’s evolution. “Women's desire to look like Barbie—young with small waist, large breasts, long blond hair, and blue eyes—is a direct, realistic, and sensible response to the desire of men to mate with women who look like her. There is evolutionary logic behind each of these features.” (Alan S. Miller, 2007)

Again, it’s all about sex, specifically mating. Men are subconsciously looking for women who will make healthy babies and lots of them. This means they are attracted to women who appear young and healthy. The vision of breasts implies lactation. Women with small waist to hip ratio have an easier time conceiving, and blonde hair tends to get darker with age, so blondes appear younger and therefore more fertile. “Because hair grows slowly, shoulder-length hair reveals several years of a woman's health status.” (Alan S. Miller, 2007)

If Miller is correct, the women portrayed on Cosmopolitans covers are the ideal baby makers, therefore they are the type that men find most attractive. “Thus, these cover models become the image of what a ‘terrific’ body is for its readers…” (Campbell, Martin, & Fabos, 2010)

The textbook says that I should “contact Cosmo’s editor in chief, Kate White, and request representation of healthy body types on the magazine’s covers.” Except, according to Psychology Today, these women are the most healthy, as in the most likely to produce offspring.

Instead, I asked people I know what their impressions are of this magazine. I found that the men I asked like the magazine, and some women, specifically married women, appreciate the articles. Everyone, men and women alike, agreed that the women on the cover fit their idea of beautiful.

The women who didn’t like the magazine and some of the men and women who did, stated that they think the cover models are “sex symbols”. 

Everything about this process has led me to the same conclusion: SEX SELLS! I started out by simply placing the Cosmopolitan covers side by side. The first pattern that I noticed was the word sex in big bold print on nearly every issue. The more I researched, the more I found that this is both accurate and intentional.

According to Psychology Today, we are universally seeking a mate to reproduce with. The cover models are images of what we might perceive to be young, healthy, fertile women, therefore, men want to have sex (reproduce) with them, and women want to be them. These ideal images attract both men and women to the magazine, and that is what sells copies.

/amanda-bynes-cosmopolitan-magazine-january-2010. (2010, 01). Retrieved 10 01, 2010, from .whosdatedwho.com: http://www.whosdatedwho.com/topic/7977/amanda-bynes-cosmopolitan-magazine-january-2010.htm

/heidi-klum-cosmopolitan-magazine-may-2010. (2010, 05). Retrieved 10 01, 2010, from .whosdatedwho.com: http://www.whosdatedwho.com/topic/7945/heidi-klum-cosmopolitan-magazine-may-2010.htm

/lady-gaga-2-cosmopolitan-magazine-april-2010. (2010, April). Retrieved 10 01, 2010, from www.whosdatedwho.com: http://www.whosdatedwho.com/topic/7974/lady-gaga-2-cosmopolitan-magazine-april-2010.htm

Alan S. Miller, S. K. (2007, July 1). Ten Politically Incorrect Truths About Human Nature. Psychology Today .

anna-faris-cosmopolitan-magazine-february-2010. (2010, 02). Retrieved 10 01, 2010, from whosdatedwho.com: http://www.whosdatedwho.com/topic/7912/anna-faris-cosmopolitan-magazine-february-2010.htm

britney-spears-cosmopolitan-magazine-august-2010. (2010, 08). Retrieved 10 01, 2010, from whosdatedwho.com: http://www.whosdatedwho.com/topic/7901/britney-spears-cosmopolitan-magazine-august-2010.htm

Campbell, R., Martin, C. R., & Fabos, B. (2010). Media & Culture. Boston, MA: Bedford/St. Martins.

carrie-underwood-cosmopolitan-magazine-march-2010. (2010, 03). Retrieved 10 01, 2010, from .whosdatedwho.com: http://www.whosdatedwho.com/topic/7977/carrie-underwood-cosmopolitan-magazine-march-2010.htm

jessica-alba-cosmopolitan-magazine-september-2010. (2010, 09). Retrieved 10 01, 2010, from whosdatedwho.com: http://www.whosdatedwho.com/topic/7949/jessica-alba-cosmopolitan-magazine-september-2010.htm

lauren-conrad-cosmopolitan-magazine-october. (2010, 10). Retrieved 10 01, 2010, from whosdatedwho.com: http://www.whosdatedwho.com/topic/7972/lauren-conrad-cosmopolitan-magazine-october-2010.htm

pink-cosmopolitan-magazine-june-2010. (2010, june). Retrieved 10 01, 2010, from www.whosdatedwho.com: http://www.whosdatedwho.com/topic/7933/pink-cosmopolitan-magazine-june-2010.htm

shakira-cosmopolitan-magazine-july-2010. (2010, July). Retrieved 10 01, 2010, from whosdatedwho.com: http://www.whosdatedwho.com/topic/7932/shakira-cosmopolitan-magazine-july-2010.htm