Cosmopolitan (Cosmo) is a monthly magazine for women, published by Hearst Corporation, with more than 50 international editions. The advertisement-heavy magazine features short fiction pieces and advice-oriented articles on relationships, sex, fashion, entertainment, and careers. Cosmopolitan's target market is 18- to 34-year-old women and from Young and Rubicam's 4C's the audience would be mainstreamers and aspirers.
According to the editor, Farrah Storr, Cosmopolitan is a “magazine that entertains, enriches and empathises with what young women are going through on their journey to be the best.” Part of the magazine's appeal is also its narrative. The magazine is set out to reflect the reader's typical day.
TEXT 1 - MAGAZINE COVER
Analysis of magazine cover
The female target audience is made clear on this magazine cover through the consistent use of traditionally female colours such as purples and pinks. Unlike a cover such as Vogue, this cosmopolitan magazine is filled with various different cover lines in a range of colours and mainly in capital letters. This creates the idea for the audience that there is a lot to read and engage with in this magazine and excitement is formed through the range of topics that can be explored. Miley Cyrus is a famous celebrity that people keeping up to date with the celebrity culture of the time would know, the intrigue around her is amplified through the magazines use of the word 'uncensored' when referring to her interview. Furthermore, the main image of her takes up a very large portion of the magazine cover as it dominates the whole middle section, fans of Miley Cyrus are more likely to be attracted to the magazine and purchase it because of this feature.
The topics discussed on this front cover are more explicit then other mainstream magazines and this is highlighted through the consistent use of expletives and also the outfit Miley is wearing which is arguably showing a lot of skin and could be considered to be 'risky'. This is demonstrating the ideologies of the magazine which is that there are no limits on what is talked about and no subject is 'taboo'. However, applying Van Zoonen, it could be said that this magazine front cover is reinforcing the sexualisation of women in the media and is possibly appealing to the male gaze (Laura Mulvey). On the other hand, it can be argued that this is empowering for a female audience to see that they should be able to be 'uncensored' and take control of their own sexuality. This is further supported through the use of the cover line which states 'Join us in the worlds biggest women's movement'.
From this front cover, Cosmopolitan would appeal to the audience as fashion is not the only focus. Some people may choose to read this magazine for tips on fashion, beauty, makeup and hair or even just Miley Cyrus's interview, there is something for everyone, making the magazine feel very inclusive. Additionally, the consistent use of rhetorical questions and exclamation marks make the information available within this magazine seem extremely intriguing and exciting.
TEXT 2 - DOUBLE PAGE SPREAD
Analysis of double page spread
Firstly, the feminine design of the magazine continues on into the double page spread with the baby pink background and white and purple letters, which all coordinate with Miley's outfit. Additionally, unlike the front cover, this section is a lot more bare, spaced out and overall more organised and clear, possibly indicating that the interview with this star is authentic and real, which is why it has been stripped down to the bare minimum. This feeling of authenticity is reinforced through the use of the word 'Unleashed' when describing Miley Cyrus as it connotes that she is free and ready to be her true self. This could possibly be an appeal for the audience as they feel that what they are reading is true and honest. The way in which the name 'Miley' has been displayed on this page in a cluttered manner could also have been strategically done to symbolise Miley Cyrus breaking free of her previous inauthentic persona, she can be her real self now.
We also see women being represented as independent on this double page spread and this is highlighted in various aspects. For example, the star of the interview, Miley, is posing confidently with a big smile on her face and looking straight at the camera, directly addressing the audience. Furthermore, it states that 'she'll be answering to no one but herself', once again emphasising her taking control of her own life and her growing independence and dominance. Also on this page we are given an interview with Miley Cyrus which is a common convention of this genre of magazine. Audiences reading this would be encouraged to follow Cosmopolitan as they are given information and insight about their favourite stars and idols that is advertised to be true and exclusive.
Comments